The 60-second radio ad, created by Boys+Girls creative agency, takes a simple phrase that all Irish parents are used to hearing on a daily basis, and imbues it with new meaning. The spot starts off happy with a little girl playing in the water and shouting “DADDY! DADDY! LOOK AT ME! LOOK AT ME!” She repeats this phrase over and over again, as she gets into more difficulty. Her cries go from happy and carefree to desperate and terrified.
Fiona Whelan, Swim Ireland’s Director of Sponsorship, commented “Drowning is the 2nd biggest cause of accidental deaths for Irish children. So, this Drowning Prevention Week we are appealing to all Irish people to #BeALifesaver. This radio 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.”
Kris Clarkin, Creative Director at Boys+Girls, said “This radio spot was designed to bring the dangers of swimming unsupervised into sharp focus for the listener. 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.”
Audio advertisement created by Boys + Girls, Ireland for Swim Ireland, within the category: Public Interest, NGO.
Creative Directors: Kris Clarkin, Laurence O'Byrne
Copywriter: Kris Clarkin, Eoin Conlon
Producer: Keeva Bolger
Executive Relationship Director: Caroline Keogh
Account Manager: Hannah Hewetson
Motion Graphics Design: Patrick Horan
Cinematography: Niall Meehan
Sound Design: Mark Richards / Mutiny Child
VO: Hannah Galvin / DADA
VO: Cian Hoyne