Making beautiful days less deadly

Yorkshire Water wanted to make sure this campaign cut through the noise, as it was a matter of life or death. Our creative strategy was to disrupt young males’ day-to-day by focusing on the hidden dangers that lurk under the water. Why? Because people are mentally hardwired to avoid situations where the outcome is ambiguous. Our campaign messaging changed based on local weather conditions in order to be hyper-relevant, with both hot and cold weather variants created for use across a range of media, from radio to social films. To further maximise effectiveness, clever media geo-targeting let us focus on locations that had reservoirs nearby, while emphasising the lack of emergency service cover available to anyone swimming in isolated areas.