Matt Preston turns swimming safety ambassador as brands push for a safe summer

Masterchef judge Matt Preston has assumed the unlikely role of swimming safety ambassador as Royal Life Saving Australia and Bonds both launch safe swimming campaigns focused on the pool and the beach.

Royal Life Saving Australia is urging families to pay attention when their children are swimming in an ad by 303 MullenLowe featuring the celebrity food critic.

Matt Preston - Royal Life Saving Australia

The ad drives people to an online program ‘The World’s Most Costly’ as a lure to get consumers’ attention before revealing the “true cost” of a pizza, answering the doorbell, looking at a phone or changing a nappy while a child is swimming.

The video features Preston talking about the world’s most expensive pizza before revealing statistics about Australian pool deaths and warning parents to pay attention, particularly during holiday season.

Richard Morgan, executive creative director at 303 MullenLowe, said the campaign needed a “multi-disciplinary” approach to reach the right audience.

“The ‘most costly’ meme is a classic piece of clickable internet content, in this case made highly relevant by landing what the true cost of a seemingly simple item could be,” Morgan said.

“Partnering with Matt Preston, a father himself and one of Australia’s most famous chefs and television personalities to present our message, means we can grab people’s attention as they scroll through their news feeds, before educating them in a different way.”

Michael Illinsky, operations manager at Royal Life Saving NSW, said he hopes the campaign will highlight the urgency of the message.

A supervised child doesn’t drown. It’s common at this time of year to have family gatherings and backyard BBQs with friends, which brings with it all sorts of distractions,” Illinsky said.

“We hope this campaign will make parents aware it’s these seemingly innocuous distractions that have led to so many deaths in the past decade, meaning active supervision is critical and 303 MullenLowe’s campaign highlights this very effectively.”

The campaign will work in collaboration with the NSW Ambulance and The Children’s  Hospital at Westmead.

303MullenLowe’s PR branch will help maximise reach through parenting media, bloggers and key influencer outreach while the agency’s media division will be responsible for paid media placements and social platforms.

Bonds’ ‘Bond Patrol’ videos have also returned this summer, with a fictional team of junior lifesavers providing safety tips for swimming in the ocean.

Bonds Lifesaving campaign

The tongue-in-cheek clips were made in conjunction with North Steyne Surf Club, advising swimmers of the risks around the beach.

Created by Maverick, the videos aim to demonstrate how being involved in Junior Lifesaving can be fun and educational.

Emily Small, head of marketing at Bonds, said the brand would be providing 15,000 rash shirts across 89 clubs in Australia as part of the campaign.

“We have had a long-standing relationship with clubs across Australia providing support for their rash vest programmes for junior lifesavers, this year was an opportunity for the kids and clubs to show everyone what great work they do and how Bonds supports this.”

The videos will run across Bonds’ owned digital channels over summer.

Credits Royal Life Saving Australia:

  • ECD: Richard Morgan
  • Copywriter: Harry Standford
  • Art Director: Nick Plomp
  • Business Director: Felix Curry
  • Director of PR: Melissa Grove
  • Director of Content: Lenni Andronicos
  • Digital Design Director: Alex Beech
  • Managing Partner & Client Services Director: Tony Dunseath
  • Managing Partner, Digital & Innovation: Brad Morris
  • Production Company: Hecktown Pty Ltd
  • Editor: Mark Parry
  • Director/Producer: Adam Blaiklock
  • Sound Engineer: Barry Stewart, Sound Reservoir

Credits Bonds:

  • Agency: Maverick
  • Production Company: Shotbox
  • Director: Jif Morrison
  • Producer: Robbie Moore
  • DOP: Paul Berry
  • Participating Club: North Steyne Surf Life saving Club
  • Talent:  North Steyne Junior Lifesavers
  • Bonds:  Samara Anderson

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