New South Wales Government, Department of Justice, Office of Emergency Management

Alex Power, Senior Communications and Engagement Adviser
Cally Sheehan, Senior Communications Advisor
Jeremy Hillman, Senior Communications Advisor
Sam Toohey, Director Emergency Management Policy and Coordination
Nathan Vincent, Principal Policy Analyst

Loud *Lead Agency

Gerry Cyron, Head of Planning and Innovation
Lorraine Jokovic, CEO
Wellison D'Assuncao, Creative Director
Kate Shearer, Art Director
Rosie Stone, Copywriter
Tom Hartney, Digital
Sarah Mould, Social
Steve Dubé, Head of Production
Gemma Tugby, Group Account Director
Laura Tenison, Senior Account Manager

UM

Within the summer period of 1 December 2016 and 28 February 2017, 41 people lost their lives in NSW due to drowning. That’s an untold number of broken hearts and grieving family and friends. Water safety is a cultural problem. A problem where familiarity of water leads to risk-taking and lack of supervision. A problem that can’t be solved with one advertising campaign alone. By tapping into a culturally-relevant insight, we started to shift attitudes and behaviours of a diverse target market towards better water safety, which helped save lives in the Summer of 2017/18. We made sure people were water safe, not sorry.