Seqwater encourages South East QLD tourists to ‘play it safe’ in a new campaign via Comm One

Seqwater has developed its first above-the-line public safety campaign via Comm One that encourages visitors of South East Queensland’s dams, lakes and parks to ‘Play it safe’ this summer.

Comprising two television commercials, outdoor, cinema and digital, the campaign features a montage of dam users in seemingly safe scenarios that are unexpectedly interrupted by a Seqwater ranger appearing to point out the potential risks. It encourages visitors to check and respect the safety rules because, while Rangers regularly patrol Seqwater’s lakes – they can’t be everywhere.

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Seqwater Group Manager Janita Valentine said the new advertising campaign aimed to be a friendly safety reminder rather than a stern lecture.

Says Valentine: “For a government business there’s always an added risk that audiences will switch off if they perceive they are being lectured, so we had a fine line to tread.

“Based on our customer insight research, we wanted a friendly and like-able Ranger character who does his best to help visitors play it safe in our dams, lakes and parks.

“We used the humour of the implausible circumstances to get the message across that we need people to do more to plan ahead and pay attention to the safety rules when visiting our network.”

Specialist branding and marketing agency, Comm One were responsible for developing the strategy and creative. The campaign will appear from mid-November 2014 throughout TV, cinema, outdoor, and digital.

Client: Seqwater