As more people than ever visit Irish beaches due to the fact that the Covid-19 pandemic has caused the closure of supervised swimming pools and has restricted international travel, Boys+Girls has created a radio and digital campaign for Swim Ireland and the Royal Life Saving Society to highlight the loss of young lives during Drowning Prevention Week (DPW).
The 60-second radio ad takes a simple phrase that all Irish parents are well used to hearing and imbues it with new meaning. The spot starts off on a positive note with a little girl playing in the water and shouting: “Daddy! Daddy! Look at me! Look at me!” The youngster repeats the phrase over and over again, as she gets into more difficulty in the water.
The young girl’s cries go from being happy and carefree to desperate and terrified. Fiona Whelan, Swim Ireland’s director of sponsorship, said 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,” Whelan said.
Kris Clarkin, creative director, Boys+Girls, said the radio spot brings the dangers of swimming unsupervised into sharp focus. “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.”
The spot ends with a stark warning to parents: “Look away for a moment and they could be taken away forever.” The spot was sound designed by Mutiny Studios. It was recorded on location on Sandymount Beach and Marion College swimming pool. To listen to the radio ad, go to https://www.youtube.com/watch?v=7_-w6os8jSA
