Home Campaigns Irish Water Safety – Watson Creative

    Irish Water Safety – Watson Creative

    Water Safety begins with prevention and education.

    For anglers and boating enthusiasts lifejackets save lives. This campaign brings that message to the places where it matters most. Where a person thinks a lifejacket is unnecessary or just a weighty bit of kit they don’t need, our creative strategy is to challenge that judgment.

    We must make it socially unacceptable not to wear a lifejacket.

    Our campaign leverages the insight that all those who enjoy boating or angling on the water engage in some preparation beforehand. They use items to protect themselves and their equipment that are just part of their routine. Things they wouldn’t be on the water without.

    Our campaign aims to disrupt their preparation and journey to the water with messaging on 48 sheet posters and on radio across the country that urges them to make lifejackets an essential part of that routine.

    Outdoor media is both targeted to locations near popular fishing and boating spots, while the messaging is localised to those specific areas.

    Radio is timed to play in bursts from Thursdays to Sundays, ensuring our message is loudest over the busy summer weekends.


    Client – Roger Sweeney, Iws
    Agency – Watson Creative, Galway
    Creative Direction – John Watson
    Media – Cathal Lucas, The Media Farm
    Radio Production – Audiomonkey.Ie


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