MediaCom & SunWater Queensland partner to create a life saving campaign directed at Aussie teenagers
The emotive campaign encourages Queensland youths to ‘Respect the water like you respect your mates’| February 2nd, 2016
Collaborating with SunWater Queensland, MediaCom Beyond Advertising (MBA) has created a campaign that highlights the dangers of swimming in dangerous areas in Queensland. SunWater, a first time client with MBA, is Australia’s water infrastructure developer, which maintains and manages the regions dams and weirs.
To help create a behavior change, MBA’s brief was to inform a teenage audience about the dangers of swimming in dangerous areas throughout the nations Sunshine State. The real challenge of this brief was conveying the important life saving message in a way that teenagers would pay attention to.
Teenagers are notorious for embodying a sense of indestructibility. From this key insight, MBA created a relatable story to engrain a deep sense of consequence that would have an emotive pull with the audience.
The conveyed message doesn’t lay out a set of rules, instead it poses a notion for one to ‘respect the water like you respect your mates’.
Using this concept, MBA created a campaign, which encompasses all the typical behaviours, and attitudes expected from rural Queensland adolescents that as a result, aim to lure the audience in by loading the story with a narrative of rebellious teenage activity.
This highly emotive campaign is a mix of a beautifully shot film and amazing sound engineering giving the viewer a rich audio/visual story impactful on mobile and through headphones.
Recognised and respected by the industry’s best, this campaign sees MBA continue on the path of behavior change for Queensland based clients.
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