Sunwater
Opportunity
Every year, trespassing and exclusion zone breaches at dams and weirs remain one of the leading safety issues in regional Queensland. Traditional scare tactics had been used before, but research showed they weren’t cutting through, and in some cases, risked normalising the very behaviours they were trying to stop. The challenge was to create a campaign that made safety not just memorable, but aspirational. To reframe it as the confident choice, rather than the cautious one.
Solution
In partnership with Sunwater, we launched Live Dangerlessly - a campaign built on positive framing. Instead of warning people what not to do, we flipped the script: safety became the ultimate power move. Delivered with wit, swagger and a hair-metal soundtrack, the creative featured an everyday Queenslander who knows when to pull the plug on danger, complete with wrap-around sunnies, slow-mo, explosions and all. Grounded in behavioural science, the work avoids glorifying risk and instead makes safe choices feel smart, aspirational and fun. Rolled out across BVOD, radio, outdoor and social during high-risk periods, the campaign has redefined how water safety is communicated, proving that the slickest move you can make is following the warning signs.
