New Zealand's 'Swim Reaper' Instagram Account Warns You Not to Drown Stupidly
FCB New Zealand Created Darkly Humorous Character to Highlight Water Safety
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Meet the "Swim Reaper." His Instagram account, featuring photos of the Grim Reaper-styled character vacationing at New Zealand's many beaches and beauty spots, has 176,000 Instagram followers. What some perhaps don't know is that he's a government warning on water safety.
Created by FCB New Zealand, the Swim Reaper is targeted at young males (15-34) who disproportionately make up more than one third of drownings in New Zealand but who don't tend to react well to being preached at on what to do at the beach. The account uses dark humor and language that's on their radar. "If ur gonna make dumb decisions in the water, I'll be waiting," says the Swim Reaper in his Instagram bio. His catchphrase is "Swim dumb and you're done."
Jonty Mills, chief executive of Water Safety New Zealand, says in a statement: "Young New Zealanders love to play in the water �" it is part of our way of life. But it also carries risk and we need people to be aware of the dangers. The Swim Reaper does a great job of reminding people about those."
Tony Clewett, executive creative director at FCB New Zealand, adds: "It's pretty crazy. You've got a situation where we have a social media account that communicates safety messaging, but it has a following of over 170,000 young people--a fairly cynical group who can't wait to be sent more and more safety messaging? That's pretty cool."
Credits
- Date
- Dec 15, 2017
- Client :
- Water Safety New Zealand
- Client :
- Water Safety New Zealand
- Agency :
- FCB-New Zealand
- Regional Executive Creative Director :
- James Mok
- Executive Creative Director :
- Tony Clewett
- Creative Services Director :
- Jenni Doubleday
- Creative :
- David Shirley
- Creative :
- Melina Fiolitakis
- Head of Craft :
- Nick Smith
- Group Studio Manager :
- Simon Pengelly
- PR :
- Angela Spain
- Activation :
- Angela Spain
- Social :
- Angela Spain
- Content :
- Lauren Watling
- Producer :
- Lauren Watling
- Production Assistant :
- Richard Surrey
- Content Director and Post Production :
- Michael Braid
- Social Strategist :
- Claire Backhouse
- Social Account Manager :
- Lena Aziz
- PR Senior Account Director :
- Joanna James
- PR Senior Account Director :
- Laura Platts
- Account Executive :
- Katie Smith
- General Manager FCB Wellington :
- Sean Keaney
- Account Director :
- Katya Frolova
- Account Manager :
- Emilie Watts
- General Manager Innovation and Strategy :
- Murray Streets
- Managing Director, Media :
- Rufus Chuter
- Senior Media Planner :
- Andrew Coulthard
- Digital Planner/Buyer :
- Desita Anggrani
- Senior Account Executive of Media :
- Jackie Alpatt
- Production Company :
- FCB New Zealand
- Costume and Props Designer :
- Lucy Holloway
- Props Assistant :
- Mary Poor
- Talent :
- James Burton
- Agency :
- FCB
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