Speed and tragedy of drowning focus of latest NSW Government safety campaign

The New South Wales Government has warned Australians it is better to be “Water Safe, Not Sorry” this summer.

The campaign features two 15-second commercials, created by Loud, which demonstrate how quickly being in the water and drowning can lead to death.

One ad is set in a swimming pool while the other is filmed in a lake. Both ads put the viewer in the position of someone who is slipping under the surface of the water, only to be confronted by a cross with flowers on it.

The message ‘Be water safe, not sorry’, then appears.

The ads will run across social, film, radio and Spotify.

The campaign aims to reduce the number of drownings over summer.

Last summer was the second most-deadly on record for the past 10 years as 41 people in New South Wales died as a result of drowning.

The ads are centred around three key risk factors such as drinking and taking drugs around water, swimming at un-patrolled beaches and parents leaving their kids unsupervised.

Gerry Cyron, head of planning and innovation at Loud, said in a statement: “When people die in road accidents, it is part of our culture to show our grief by placing crosses and flowers at the sight where they died.

“As a passing driver, you can’t help but to slow down, impacted by the loss of another human’s life. We borrowed from this cultural insight and applied it to drowning to warn others about the danger that can lie in familiar waters.”


  • Client:
  • Senior Communications and Engagement Adviser: Alex Power
  • LOUD team:
  • CEO: Lorraine Jokovic
  • Head of Planning and Innovation: Gerry Cyron
  • Creative Director: Wellison D’Assuncao
  • Art Director: Kate Shearer, Wellison D’Assuncao
  • Copywriter: Rosie Stone
  • Digital: Tom Hartney
  • Social: Sarah Mould
  • Head of Production: Steve Dubé
  • Group Account Director: Gemma Tugby
  • Senior Account Manager: Laura Tenison
  • Production Team:
  • Production Company: Flipp
  • Producer: Clinton Bell
  • Photographer and Film: Jem Cresswell
  • Stylist: Cherith Crozier
  • Radio Production: Uncanny Valley
  • Producer: Emily Green
  • Audio Director: Matt Perrott
  • Retouching: Visual State

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