Don't Let Your Mates
Drink & Drown
REGIONAL AUSTRALIA DIGITAL CAMPAIGN
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.
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 Video Views
TV COMMUNITY SERVICE ANNOUNCEMENT PLACEMENTS
RADIO COMMUNITY SERVICE ANNOUNCEMENT