The Worlds Most Costly
Royal Life Saving Australia
FOR
Royal Life Saving NSW
TYPE
Online Campaign, 🇦🇺
URL
www.worldsmostcostly.com
AGENCY
303 MullenLowe
To raise awareness of preventable backyard drowning incidents for Royal Life Saving Australia, we partnered with Matt Preston to host a mock internet content program ‘The World’s Most Costly.’
Luring in people with a classic piece of “clickbait” in the shape of The Worlds Most Costly Pizza, people soon realised that a moment of distraction is all it takes for a child to drown.
The online video was spread through Facebook and Instagram and was picked up pretty fast due to a unfortunate large number of drownings this year in NSW. Making our message even more relevant than ever.
WEBSITE
After clicking "reveal" the website will sink and reveal it's potential real cost.
We filmed testimonials with a paramedic, mother of twins with brain damage after a drowning and a doctor at a children's hospital to emphasise the importance of keeping watch at all time.
CASESTUDY