The Royal Life Saving Society Australia in Perth launched its centenary year in 2009 with a shock print advertising campaign designed to remind adults about the dangers of mixing alcohol with aquatic activities. Two print advertisements show a man drowning in a glass of beer, and a woman slumped on the rocks in her glass of vodka and cranberry. “Almost half of all adult drowning deaths involve alcohol. Don’t drink and drown.”
The Glass campaign was developed at 303 Group, Perth, by creative director Lindsay Medalia, art directors Richard Berney, Bryan Dennis, copywriter Davood Tabeshfar, producer Trengove, with photography and retouching provided by Electric Art.