Drowning in Alcohol


This is an ad campaign that was started by Royal Life Saving in collaboration with the Australian government to raise awareness of the danger of drunk swimming.

We often hear about drunk driving, 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. Hopefully people will think twice before swimming and drowning when intoxicated.

The campaign were photographed and retouched by Electric Art with creative director Lindsay Medalia, art directors Richard Berney and Bryan Dennis, and copywriter Davood Tabeshfar.