Challenge

As an island, Ireland has more deaths in our waters than on our roads. 74% of those drownings occur in the victims’ home counties, in familiar swimming destinations. The real danger is complacency and not being mindful of the ever changing conditions.

Inspiration

We found that the worldwide popular trend of ASMR and guided meditation apps often use the calming sounds of water to send listeners drifting off. When in fact, you should always be mindful around water. Because no matter how experienced you are, or how familiar you are with the area, people always need to be fully aware and focused while in the water.

Idea

We created a radio ad using the calming sounds of water that takes listeners on a guided mediation that reveals the real danger when you let your mind drift in the water.

Water Safety Ireland Radio Ad

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