DEPARTMENT OF JUSTICE AND COMMUNITY SAFETY
‘RETHINK’ MEN’S WATER SAFETY INITIATIVE
Rethinking water ways
Featuring the distribution of water safety messaging specific to the geographic location, Commotion’s 2021 Victorian Water Safety campaign actively targeted the ‘at-risk’ younger Victorian male audiences with helpful information at times, and across platforms, relevant to their water activity.
From beaches to lakes to rivers, swimming to fishing to snorkelling, 40+ individual safety messages crafted for 5 key multicultural audiences, encouraged these young men to ‘RETHINK’ their behaviour so as to make better - and safer - choices.
Video
15” & 30” TV / Streaming / Pre-Roll, 15 sec Instagram & Facebook clips.
40+ individual narratives created
Digital
OLV, Facebook (Static & Video), Instagram (Video), Google Display Ad campaign
Diversity
Cantonese, Mandarin, Hindi, Punjabi, Vietnamese & Arabic audiences were targeted with 20+ individual, culturally relevant messages.