The Unsinkable Man
Victoria State Government
Challenge
In the summer of 2020 fatal drownings in Victoria increased. With continued lockdowns and another warm summer forecast on the horizon, Victorians were likely to flock to the water again.
Convention
Men. (Yes, ‘men’ specifically) overestimate their swimming capabilities.
Research reveals those aged 40-64 don’t actively engage in water safety messaging. A huge four out of five drowning fatalities in Victoria are men.
Disruption®
To shake this audience out of their overconfidence, we created an integrated campaign starring four inflatable ‘Unsinkable Guys’. Each pumped-up campaigner proved that regardless of skill and experience in the water, no-one is unsinkable. Especially men.
