Royal Life Saving WA’s ‘Mermates’ platform resurfaces for new generation, via 303 MullenLowe
Royal Life Saving WA has resurrected its 2019 ‘Mermates’ platform to raise awareness of water safety behaviours for a new audience, via 303 MullenLowe.
The 2024 version of the platform ‘Be a Mermate’ features two spots – one 15-seconds long and the other six-seconds long.
The former sees a group of mates by the ocean, with one about to cliff dive into the waters below. A splash of water stops him, and he turns to see his friends sitting on rocks as mermen, reiterating the campaign’s message of “give risky behaviour a splash”. The latter features the same mermen being informed that someone is using a jet ski without a life jacket, encouraging them to take action.
The new take on the campaign was designed to expand Royal Life Saving WA’s message beyond the original focus of water safety and alcohol.
“Top factors now associated with fatal drownings range from environmental, location, inexperience, prior injury, and swimming ability, with drug/alcohol use lower than previous years,” Blanche Marchant, health promotion and research manager, said.
“A new safety awareness message was needed to focus on these risky behaviours.
“This evolved approach will send a clear message to young people, and their mates, that keeping each other safe is the best way to avoid water related tragedy this summer.”
Overall, while Mediahub looked after the campaign’s media efforts, 303 MullenLowe’s work covered production, strategy and developing a creative concept.
Devon Jackson, 303 MullenLowe Perth’s senior business manager, provided more context into Mermates’ new iteration, sharing that research was foundational in its conceptualisation.
“Researching the attitudes and preferences of the 18-24-year old, male target audience showed the strong connection between unsafe practises and peer pressure, so we knew we had to play into the influence young people have as a collective rather than as individuals,” Jackson said.
“That’s why we moved from having one Mermate deliver a safety message to multiple, young Mermates to create a more resounding message. It reinforces that your mates have the got best chance of giving you a reality check.”
“Using several ‘Mermates’ basking on the rocks was a deliberate creative choice to bring the Mermates to life in a new and relevant way, while encouraging the young and largely male target audience to think about their own friends in these situations,” added Ellysia Burton, copywriter at 303MullenLowe Perth.
“Working hand in hand with Royal Life Saving WA allowed us to develop an approach wrapped in absurd humour that resonates with this hard-to-reach audience – one that doesn’t want a finger wagged in their face.
“It is incredible to see an organisation like Royal Life Saving WA commit itself to tackling positive change and the serious nature of this message through humour. We’re proud to have been part of this process with them,” Burton finished.
“We’ve loved working with Royal Life Saving WA and 303 MullenLowe on the Mermates campaign over the past six years. This demographic can be tricky to pin down with paid media, however, it’s a challenge we’ve relished tackling each year,” added Mediahub Perth’s media manager, Meg Handley.
“The media strategy of this campaign has focused on reaching the audience in contextually relevant placements, using mostly short format video to capture attention. This new iteration of the Mermates creative lends itself beautifully to this strategy.”
‘Be a Mermate’ is playing in the market via GumGum, Snapchat, YouTube, Programmatic Video, Meta and TikTok.
Credits:
303 MullenLowe
Matt Oakley – Chief Strategy Officer
Harvey Clarke-Smith – Junior Planner
Sara Oteri – Executive Creative Director
Ellysia Burton – Copywriter
Stephen Hansen – Art Director
Alby Furfaro – Head of Design
Connie Trinh – Business Director
Devon Jackson – Senior Business Manager
Brayden Gallop – Business Coordinator
Johnathan Julius – Agency Producer
Mediahub
Meg Handley – Media Manager
Grace O’Meehan – Media Coordinator
Elyse Simich – Senior Performance Manager
Kathleen Severn – Senior Data and Experience Manager
Paige Crabb – Digital Executive
Clockwork Films WA
Katie Trew – Executive Producer
Jake Coombes – Producer
Anouk Ratnawibhushana – Producer
Director – The Cowboys
DOP – Ben Laguille
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
topics
303 Mullenlowe
303 Mullenlowe Perth
Blanche Marchant
Devon Jackson
Ellysia Burton
Royal Life Saving WA
Have your say