Category: Best Use of Ambient Media: Small Scale
Advertiser: LIFE SAVING SOCIETY
Product/Service: LIFE SAVING SOCIETY
Agency: LG2
Media Agency: ZOOM MEDIA, Montreal , CANADA
Vice President/Creative Director: Marc Fortin (LG2)
Creative Director: Philippe Comeau (LG2)
Art Director: Simon Touzin (LG2)
Copywriter: Sylvain Dufresne (LG2)
Vice President/Account Supervisor: Martine Grégoire (LG2)
Account Manager: Audrey Dignard (LG2)
Planner: Marc-André Fafard (LG2)
Agency Producer: Julie Lorazo (Lg2)
: Geneviève Durocher (Zoom Média)
: Gabriel Landry (Zoom Média)
Production House: (Quatre Zero Un)
Director: Jérémie Saindon
Photo Director: Christophe Collette
Sound Design: (Boogie Studio)
Post Prodruction: (Fake Studio)
Media placement: Interactive Indoor Advertising - Restaurant Toilets OOH - August 5th, 2011
Insights, Strategy & the Idea
Year after year, the Lifesaving Society attempts to draw attention to the high number of drownings that occur annually. Sadly, Quebec holds the Canada-wide title for the province with the most drowning deaths in residential pools each year. As part of National Drowning Prevention Week, the Lifesaving Society sought to sensitise the Quebec population to the importance of supervision and vigilance in and around residential pools. The operation’s objective was to demonstrate, in a hands-on and compelling way, the importance of never—not even for a few seconds—taking your eyes off a child in or around a swimming pool. This installation targeted fathers in the Greater Montreal area who own pools and, by extension, people who use residential pools. The Lifesaving Society wanted to develop a targeted and innovative communication.
Creative Execution
During National Drowning Prevention Week, an installation was created specifically for men’s washrooms that made them experience the shock and horror that a few seconds of distraction can lead to. The arrival of a man in front of a urinal set off a video on a digital panel showing a child swimming in a pool. A speaker installed at the other end of the bathroom, near the entrance, broadcast the voice of a surprised and embarrassed woman apologising for accidentally entering the wrong bathroom. The interruption causes the man (who’s embarrassed and amused by the situation) to instinctively turn his heard towards the voice to see what’s going on. When he turns back, the child has disappeared from the surface of the water, replaced by a sinister silhouette of his body symbolising his drowning. It’s a poignant demonstration of the difference that a few seconds of inattention can make.
Results and Effectiveness
While the results from the Lifesaving Society concerning the number of drownings will not be released for a number of years, the media coverage was huge and drowning prevention was a hot topic during the summer months. Moreover, 67% of people after having seen the campaign retained the message that everyone is at risk of drowning, and 69% of people were aware that they can take measures to prevent such a tragic outcome—solid proof of the effectiveness of the campaign.