In a unique approach, Dublin agency Folk VML collaborates with Water Safety Ireland to leverage ASMR trends in a radio spot titled “Don’t Let Your Mind Drift.” By blending soothing sounds with a cautionary message, the campaign educates listeners on the dangers of becoming too relaxed in water. As drownings often occur in familiar settings, the campaign underscores the importance of remaining vigilant. Led by Karl Waters from Folk VML and Roger Sweeney from Water Safety Ireland, this innovative campaign aims to prevent drownings by keeping water safety top of mind. Scheduled to air on Irish radio stations starting April 2024, the campaign highlights the critical need for awareness and vigilance in water-related activities.
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