In the Summer of 2017, a staggering 41 people in NSW died as a result of drowning making it the second most-deadly Summer on record in the last 10 years. So, for the Summer of 2018, the NSW government needed a public awareness campaign to remind people just how dangerous the water can be.

Introducing: Water Safe, Not Sorry. 

When people drown on our beaches and in our waterways, the tragedy goes relatively unmarked. It’s the complete opposite when people die on our roads. When people die in road accidents, their death is marked with flowers or we place a symbolic cross at the point where they died.  We decided to bring greater visibility to drowning-related deaths by marking the spot the same way we do on our roads to create a haunting and memorable campaign. 

The radio component of this campaign won a Gold Siren for Craft and was Highly Commended as a campaign.