As lockdown restrictions continue to be lifted and a more people head to the beach during the Summer months, Swim Ireland has launched a powerful new radio and digital campaign to coincide with Drowning Prevention Week.
Created by Boys+Girls, the campaign highlights how easy it is for a parent to stop monitoring their children as they swim and the horrific consequences than can occur when they do.
The 60-second radio ad takes a simple phrase that all Irish parents are well used to hearing: “ Daddy, daddy look at me.” As the child continues to urge her parent to look, her cry becomes more desperate and terrified.
According to Fiona Whelan, Swim Ireland’s director of sponsorship: “Drowning is the second biggest cause of accidental deaths for Irish children. Swim Ireland is appealing to everyone to #BeALifesaver. “The ad will hopefully grab people’s attention and will make it clear to guardians that they should never take their eyes off their children when they are in the water.”
Kris Clarkin, creative director, Boys+Girls adds: “Radio is an incredibly powerful medium for this type of message. Our hope is that it starts a conversation in Ireland and acts as a reminder to parents and guardians of the importance of supervising children in the water.”