NSW government warns of drowning deaths in new campaign

Australians are naming people they can lose to drowning in an effort to generate awareness about water safety  in a campaign by the NSW government.

The campaign, created by Loud and made in partnership with the NSW Office of Emergency Management, Surf Life Saving NSW, and Royal Lifesaving NSW, follows the deaths of 21 people in NSW over the Christmas period.

The radio ad which features paid talent, aims to raise awareness of the dangers of swimming, and what people should do to avoid drowning.

A tagline says ‘No family should have to drown in tears’.

The campaign will run across print, radio, digital and social.

Wellison D’Assuncao, creative director at Loud, said the agency hopes the “emotive nature” of the work will “resonate with people.”

“The campaign will have an impact over the last few hot months ahead of us, and hopefully it will help us witness less heartbreaking news footage of grieving families,” D’Assuncao said.



  • Gerry Cyron – Head of planning and innovation
  • Wellison D’Assuncao – Creative director
  • Carolyn Diamond – Copywriter
  • Wellison D’Assuncao – Art Director
  • Lorraine Jokovic – CEO
  • Maria Squella – Account Manager
  • Steven Dubé – Head of production and studio

External Partners:

  • Radio production – 20Below
  • CALD Radio – I&G productions

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