DEPARTMENT OF JUSTICE AND COMMUNITY SAFETY

Mythbusting male invincibility

Successfully achieving new lows in toddler drowning incidents with previous campaigns, the Victorian Government’s 2019/20 Water Safety campaign switched focus to address the audience statistically most at risk of drowning in Victoria – men.

With campaign adaptations also targeting residents new to Australia from China and India unused to Victoria’s unpredictable waterways, a dramatic, highly emotive and hard-hitting tvc and video campaign was developed for broadcast, digital and social media platforms, supported by Facebook Instant Experience ads, and utilising relevant CALD channels.