While others need hospital treatment and may be left with severe brain injuries.
These statistics prompted Australian Consumer Law, Product Safety Regulators and Royal Life Saving Society Australia to join forces with Key2 and develop an integrated communications campaign, to remind parents and carers to make portable pools SAFE.
Our team developed a national campaign that highlighted the risks associated with portable pools, and created accompanying materials that informed and educated people on how to make their portable pools safe.
The campaign involved
Initial campaign concept idea, messaging, scripting, storyboarding and art direction of a number of video's sharing the campaign message, including real experiences from those that have been impacted by drowning. Development of a micro-site, custom digital design, creation of campaign and point of sale materials.
The Message
Don’t duck out. Make your portable pool safe. A portable pool comes with certain responsibilities – and potential legal obligations – for parents and carers.
So don’t duck out.
Make your portable pool safe.
With Australian Consumer Law, Product Safety Regulators, and Royal Life Saving Society Australia the campaign was promoted across the country with launch events in each state with extensive news, media & social coverage and a measurable impact on drowning statistics this year.
Campaign Video
Lived Experience Video
From the initial concepts for Don’t Duck Out Make It SAFE through to the final product, the team at Key2 were focused on building a campaign that was fresh and innovative, while appreciating the need for consistency with existing portable pool safety messages.
Key2 worked creatively to develop branding and campaign materials which would meet the needs of the partnering organisations and were appropriate for the various settings in which the campaign was delivered.
A particular highlight of their work was the development of videos featuring parents who had been touched by childhood drowning. The stories of these parents were treated with respect and sensitivity and this is reflected in the emotional impact that the videos deliver.
Rachel Murray
Keep Watch Coordinator