Parents reminded to stay alert around kids playing in water by the RLSS

The Royal Life Saving Society in Western Australia has gotten parents talking about the different kinds of trouble that kids can get themselves into, to better educate each other over what to look out for around bodies of water to prevent drowning.

The ‘Keep Watch’ campaign recognised that no matter how closely you watch your kids they will find a way to get themselves into trouble. As a result it aimed to go beyond telling parents just to watch their kids and instead observe their behaviours.

The campaign highlights the different kinds of kids – from ‘ratbags’ and ‘bolters’, to ‘negotiators’ to reinforce the need for parents to stay alert when their kids are around or playing in water.

“‘Keeping Watch’ may sound simple as a concept, but kids are not straightforward at all, and it’s not always as easy as it seems to keep them in your sights 100% of the time. They are charming, tiny, and unpredictable. Each of them has honed their unique strategies for escaping parents, which can potentially open them up to serious risk around water,” said executive creative director of 303 MullenLowe Perth, Richard Berney.

“This is where we dived in. We got parents comparing notes and calling out the ways their own kids disappear – and most importantly, how they keep them safe.”

The campaign launched in December to align with the summer holiday period, keeping the message top of mind while families were spending time by the water. It will run over three consecutive summer periods until 2023.

Lauren Nimmo, senior manager of health promotion and research at RLSS WA, said: “Whether it be a pool, paddling pool, fishpond or dam, it often only takes a few minutes for a curious child to find their way to water while adults are distracted. This campaign aimed to give parents a very important reminder – that kids can’t help themselves around water. It’s up to you.

“Raising awareness of simple water safety measures is in everyone’s best interest and 303 MullenLowe created a way to do this that tapped into an irrefutable truth about kids and in turn spoke loudly and clearly to parents across Australia.”

The media strategy was executed by MullenLowe’s sister agency MediaHub. The campaign has been running nationally across TV, digital, social and the TRIBE influencer network.


Client: Royal Life Saving Society
Royal Life Saving Society – Australia
National Manager, Marketing and Events – Monique Sharpe
National Manager, Research and Policy – Alison Mahony
Royal Life Saving Society Western Australia
Senior Manager, Health Promotion & Research: Lauren Nimmo
Keep Watch Program Coordinator: Rachel Murray

Agency: 303 MullenLowe Perth
Executive Creative Director: Richard Berney
Senior Writer: Maya Hallilovic
Art Director: Stephen Hansen
Designer and Animator: Andrew Allingham
Planning Director: Smiljka Dimitrijevic
Senior Business Manager: Eloise Cribb
Business Executive: Ashleigh Glenister
Producer: Johnathan Julius
Media Director: Kylie Macey
Media Executive: Meg Handley

Director: Richard Berney
Post-Production: Sandbox
Audio Production: Cue Sound


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