Sorry Cabana Closed

Preventing Infant Drowning

Creativity trumps budget.

January 17, 2013

Despite having a marketing budget of exactly zero, this powerful message of drowning prevention has reached millions of Australian parents through social media, blogs and the mainstream media.


The Commercial Advantage

Potentially, many children’s lives saved.  The public service announcement we created was viewed over 100,000 times in social media, reaching millions more through coverage on television, radio and in print via the Nine network, Austereo and News Limited.  The campaign was also picked-up and re-posted on over 5,000 parenting blogs and swim safety forums.

The Social Need

More Australian babies die each year by drowning at home than through all other forms of trauma – including motor vehicle accidents – put together.  As an agency, we wanted to do something about it.


Educate parents to be on the look-out when there’s water about, because infants can drown in as little water as it takes to cover their mouth and nostrils – just “This Much”.



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