EnergyAustralia challenges Aussies to become WaterHEROES in new campaign via The Works
EnergyAustralia with Swim Australia is challenging Aussies to become WaterHEROES in a new campaign via The Works, aimed at raising awareness of water safety and stopping the growing number of drowning deaths.
The campaign coincides with SwimSAFER Week (25 November – 1 December), a new initiative by EnergyAustralia and Swim Australia to raise awareness and help educate all Australians about water safety.
Drowning deaths in children under the age of five increased 48 per cent last year, while the number of fatalities rose five per cent to 291.
The WaterHERO campaign encourages Australians to visit www.waterhero.com.au to test their water safety knowledge. If they pass the test they are encouraged to wear their boardies, budgies or bikinis over their clothes as a demonstration of support.
An online video features a suited businessman wearing a pair of bright green speedos to the admiration of passersby.
The VO says: “You can tell a WaterHERO when you see one.”
The Works developed the online test in conjunction with EnergyAustralia and Swim Australia as well as creating the WaterHERO website and online banners, strip ads and posters.
The campaign is being amplified through PR, working with partners Network 10, News Corp and Fairfax Radio to secure editorial coverage.
More than 300 swim schools across Australia will participate in EnergyAustralia SwimSAFER Week, with children and their families learning water skills and the elements of an emergency action plan including CPR.
Says Simon Brady, head of product and brand marketing at EnergyAustralia: “Water safety is a serious issue but we wanted a device that would get Australians talking as well as encouraging them to see just how water aware they are. WaterHERO will drive participation in a fun and engaging way.”
Says Damian Pincus, creative partner at The Works: “Superheros have hero status for doing amazing things and we wanted to reward people for making the effort to educate themselves on water safety.”
The Works was handed below-the-line duties for EnergyAustralia in July this year following a pitch.
EnergyAustralia SwimSAFER week is an extension of the EnergyAustralia SwimSAFER program which provides swim schools across Australia with resources to teach water safety and emergency planning.
Credits: Client: EnergyAustralia
Creative Agency: The Works
Creative Partner: Damian Pincus
Copywriter: Nathan Bilton
Art Director: Will Clark
Creative Project Manager: Erica Fowler
Production: Contently
PR: Haystac
Media Agency: Mediacom
5 Comments
That is pants…
Love this!
No other words than truly awful, over produced and dull ad pretending to be content, the client has wasted their money.
This actually says ‘online banners’, read it, it actually says that. Ha
Just stop.
Gotta love The Jerks.
I thought they had shafted Swim Australia sponsorship some months ago? Evidently not…although they are becoming the biggest sponsor of SHIT advertising.