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bach safety
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As many of you would know, Australian beaches are a popular attraction for tourists when they come to stay in our country. For this specific reason I think it is vital that they are taught to be more cautious of the water and are more alert to the dangers that can be associated with swimming at beaches that are not patrolled. It is a fact that international tourists account for over 35% of drownings in Australia. Therefore the main focus of the campaign is to educate tourists that the only place to swim when visiting the coast is between the red and yellow flags. It is therefore obvious that my focus demographic for this campaign is tourists visiting Australia. My campaign primarily operates on discourses of personal health, safety and tourism. It contests however, the perception that it is alright to swim anywhere at anytime. I am mobilising this through a sixty second commercial and print advertisements. As many tourists do not speak much English it is vital that I use symbolism and colour to attract the audience’s attention, rather than using speech and text that may only confuse the viewer. My aim is to capture attention and reposition the viewer to understand the importance of swimming in patrolled areas whilst staying in Australia. The over-riding slogan for the campaign is “Stay safe inside the flags”. This becomes evident through my sixty- second commercial and is captured in my print advertisements. The advertisement commences with a long shot of a wooden beach house on a hill over-looking a beach on the Sunshine Coast. The camera tracks to a close-up of the window, changing to a subjective shot through what is a bedroom window to see a girl of about 18 asleep in a bed. Whilst this is happening faint music can be heard in the distance, this awakens the girl and there is an extreme close-up of her feet as she gets out of bed, attention is drawn to her toe nails that are painted red and yellow. The camera then tracks with the girl as she opens the curtains and looks down to the beach below to see where the music is coming from.
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