GrowthOps launches Seqwater safety campaign, ‘Still water can still be dangerous’, for third year running

Just a day after Mumbrella revealed CEO Jason Polson has exited the company after just three months in the role, GrowthOps has revealed its summer safety campaign for Queensland water services authority Seqwater.

For the third year in a row, the message underpinning the Seqwater campaign is “Still water can still be dangerous”, to remind Queenslanders and tourists about the importance of water safety. And despite GrowthOps’ tumultuous reputation, Seqwater’s senior communications advisor, Chris Owen, said he has been impressed with the agency.

One of the campaign assets

“Since the campaign’s launch we have seen a decrease in the number of safety incidents reported and infringement notices issued during the busy summer period. This indicates that the safety messages are resonating with our target audiences and in turn, influencing the desired changes in behaviour,” Owen said.

“We needed to be smart in our approach and the evolution of the messaging to hit ambitious behaviour change objectives this year. We engaged GrowthOps to conduct pre and post-campaign research to help us better understand water safety attitudes and behaviours, establishing message awareness benchmarks before and after the new campaign was in market.”

He added that the campaign, which will run across south east Queensland during summer and autumn, has long-term goals.

“We have the longer-term aim of applying these insights to future campaigns to ensure that safety awareness continues to be top of mind for all South East Queenslanders visiting our water recreation sites in the years ahead,” Owen noted.

“In fact, the early learnings we’ve gained from phase one are invaluable for the new safety messages we’ll develop in the future. We are really looking forward to seeing the results and insights from phase two of the research.”

GrowthOps’ Lindsay Thompson, Brisbane creative director, said that the stripped back message will cut through.

“Research tells us that experienced boaties tend to think safety messages don’t apply to them. We’ve stripped back the messages – to their simplest form – and taken away the power to argue,” Thompson said.

“An action like ‘wear your lifejacket’ or ‘watch for submerged objects’ applies to everyone, without question.”

While the company’s share price has climbed 65% over the last 24 hours to 19c, it’s still a drastic, 75%, drop from last year’s share price of 76c on 24 January 2019.

Earlier this week, GrowthOps announced its Salesforce Einstein business would spin off to become independent, rebranded as Lightfold.


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