© 2019 Digital Marketing Agency at Southern Cross Austereo

  • DMA at SCA Facebook
  • DMA at SCA Instagram

Royal Life Saving Society

Don't Let Your Mates 

Drink & Drown

REGIONAL AUSTRALIA DIGITAL CAMPAIGN

Background Information

Royal Lifesaving Society of Australia engaged with Triple M to launch the biggest ever SCA digital campaign! With 29 Triple M markets (plus Hit Dubbo!) DMA rolled out 1.8 million display ad impressions, local native editorial and sharing Royal Lifesaving Society social videos on our platforms from November through to January.


To add to this, Triple M breakfast announcers were being asked to create 2 x 60 second videos, which will be shared on the local Triple M Facebook page amongst the other campaign elements.

The idea was to produce light, fun, local videos that resonate with listeners, with the serious undertone needed to deliver these campaign messages.

Campaign Objectives

  1. Raise awareness of the harm associated with drinking and taking drugs (aimed at men around all waterways but focus is around inland waterways where rates are higher)

   2. Deliver personally relevant messages to encourage, motivate and support our listeners to:

 

  • Reconsider the acceptability of the drinking in and around water

  • Assess their own drinking behaviour; and

  • Make changes to their own behaviours where necessary.

  • Influence others and advocate for behaviour change within their peer group / network.

Ie. Become the mate who asks their friend to reconsider their behaviour or choices.

SOCIAL & NATIVE

Instagram Stories, Facebook Video Posts & Twitter Posts.

Total Reach

475,319

Total Video Views

116,828

DISPLAY ADVERTISING

Guaranteed Impressions

1,810,040

Delivered Impressions

2,025,055

TV COMMUNITY SERVICE ANNOUNCEMENT PLACEMENTS

Peak Sports

1,147

Non-Peak Spots

5,760

RADIO COMMUNITY SERVICE ANNOUNCEMENT

PLACEMENT

Total Spots

8,651