The Royal Lifesaving of Western Australia wanted help spreading awareness about the dangers of drinking and drowning to young males.
The idea? Instead of talking down to our audience, we created the idea of ‘Mermates’ — the unabashed, but loving, voice of the peer. We asked young guys to speak up for their mates, to ‘lure their mates from drinking and drowning’ by adopting a tongue in cheek character.
