The Public House Gets the Irish Public Ready for an Unforgettable Summer with Water Safety Ireland

From the seas and oceans that surround us to the lakes and rivers that dot the map, Ireland has no shortage of ways for people to enjoy themselves around water. But with that gift, comes a need for awareness and knowledge about safety. The Public House worked with Water Safety Ireland on a campaign that encourages people to get out and enjoy the water this summer, with reminders that help them do so safely.

Rather than frighten people with the tragedies that can occur, the campaign called “Made Possible By” celebrates the fun, unforgettable moments we can have around water if we’re aware of some basic water safety measures. Public safety awareness messaging often veers towards scare tactics, however, a more positive approach has proven to be more effective in many cases. This informed a strategic approach that celebrates the water-loving aspect of Irish culture and aims to make safety second nature for people up and down the country.

From someone’s first wave to another’s first mackerel, each campaign asset celebrates small, but incredible, everyday snapshots of people enjoying the water, accompanied by a safety rule that allowed it to happen. The campaign was rolled out across press, radio and social in time for Water Safety Awareness week, and will appear throughout the summer when the amount of people enjoying the water ramps up.

Water Safety Ireland is responsible for public awareness and education relating to water safety in this country. Tragically, 118 people drown on average in Ireland every year and Water Safety Ireland works to reduce that number and encourage the responsible enjoyment of water all over the country. Water Safety Ireland’s deputy CEO and marketing manager, Roger Sweeney said “there’s a misconception that water safety and fun are mutually exclusive, but we think the exact opposite is true - following some simple rules around water unlocks a whole new world of enjoyment.”

Paddy O’Mahoney, associate creative director of The Public House said, “Rather than scare people away from the water, we felt there was room for public safety awareness that actually gets people excited to head out for a dip and still delivers the responsibility message”.

This work is another example of The Public House’s anti-formula approach to building attention grabbing work that is in line with their philosophy that ‘boring doesn’t sell’. The independent creative shop works with a diverse portfolio of ambitious clients including FBD Insurance, EPIC: The Irish Emigration Museum, 48 and Barnardos.