Surf Life Saving NSW launches youth recruitment campaign with the line ‘Join a real social network’

Surf Life Saving NSW has launched a new recruitment campaign today with the line, “Join a Real Social Network – Join a Surf Club”.

The campaign highlights that joining a surf club is about meeting new people, about catching up with friends, going for a surf, or simply just hanging out at the beach with a group of people who have similar interests.

It targets its audience through a variety of resources ranging from television CSAs and online video profiles – produced by 76 Pictures – to posters, postcards and a dedicated website. Ironically, despite the tag line, the campaign will lean heavily on social media to spread the word. A Surf Life Saving NSW Facebook page and YouTube channel have also been launched in conjunction with the campaign.

The campaign is aimed at recruiting young people aged between 15-25 years to become patrolling surf lifesavers. This age group is integral to the front line capability of Surf Life Saving, however research shows that current recruitment strategies are falling short of the mark with this age group.

While Nippers numbers continue to grow and the ranks of older members has traditionally provided a solid base for the organisation, older teens and 20 somethings are often thin on the ground at many surf clubs.

Join a Real Social Network – Join a Surf Club is different to previous campaigns for this age group as it focuses on the social aspects of Surf Life Saving rather than concentrating on the traditional lifesaving and patrolling roles.

Says Claire Parry, Member Services Manager: “We wanted to create a campaign that would appeal to young people. It stands out because it shows real clubbies and focuses on the social side of belonging to a surf club. We have used modern themes and have even enlisted the help of up and coming Newcastle band Long Island Sound for the theme music.”

The development of the Join a Real Social Network – Join a Surf Club campaign was made possible through funding provided by the Natural Disaster Resilience Program with a focus on recruiting for emergency management volunteers in NSW.