# Drowning in Alcohol Glasses Royal Life-Saving Drunk Swimming Awareness Campaign By Ayman | Published 2009-02-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/drowning-alcohol-royal-life-saving-awareness-campaign References: [arabaquarius.blogspot](http://arabaquarius.blogspot.com/2009/02/dont-drink-drown.html) & [adsoftheworld](http://adsoftheworld.com/media/print/royal_life_saving_spirit) Royal Life Saving has collaborated with the [Australian Department of Health](https://www.trendhunter.com/trends/australian-gold) and advertising agency 303 Group (Perth, Australia) on this ad campaign that raises awareness of the danger of drunk swimming. We often hear about [drunk driving](https://www.trendhunter.com/trends/gordons-mix-it-up), but as this visually compelling campaign points out, almost half of all adult drowning deaths involve alcohol. This is communicated by showing people drowning inside glasses of assorted alcoholic drinks. So the next time you have too many drinks, think twice before taking a dip at the swimming pool or beach to cool off, especially if you don’t have a sober friend watching over closely. The campaign were photographed and retouched by [Electric Art](https://www.trendhunter.com/trends/smirnoff-electric-guava) with creative director Lindsay Medalia, art directors Richard Berney and Bryan Dennis, and copywriter Davood Tabeshfar. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 60% | Activity: 57% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Drunk Swimming Awareness:** Creating campaigns that highlight the dangers of drunk swimming. - **Alcohol-related Drowning Prevention:** Developing solutions to reduce the number of alcohol-related drowning incidents. - **Public Safety Advertising:** Utilizing innovative awareness-raising strategies to promote public safety. ### Industries Being Reshaped - **Public Health:** Increasing awareness of the hazards of alcohol consumption and creating preventative measures. - **Advertising & Marketing:** Developing creative campaigns to raise awareness for public safety. - **Water Safety:** Implementing water safety protocols that include clear guidelines and preventative measures against alcohol-related drowning. ## Related on Trend Hunter - [Winter Alcohol-Safety Initiatives](https://www.trendhunter.com/trends/winter-water-safety.md) - [Cheeky Swimmer Spirit Campaigns](https://www.trendhunter.com/trends/tom-daley-and-malibu.md) - [Responsible Alcohol Consumption Campaigns](https://www.trendhunter.com/trends/call-it-a-night.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/the-magic-of-moderate-drinking.md) - [Limited-Edition Rail Safety Beers](https://www.trendhunter.com/trends/rail-safety.md) - [Sober Driving Beer Campaigns](https://www.trendhunter.com/trends/when-you-drive-never-drink-1.md) - [Road Safety Spirit Campaigns](https://www.trendhunter.com/trends/captain-of-the-night-campaign.md) - [Trendy Sobriety Campaigns](https://www.trendhunter.com/trends/sober-chic.md) - [Humorous Cocktail-Inspired Pull Designs](https://www.trendhunter.com/trends/buzzballz-pool.md)