WA AWARD Award Finalists; 303 MullenLowe, VML, KWP+Partners & Rare

The Marketer
Jun 17
2 min read

AWARD Award Finalists Have Been Announced - Here's the WA Contingent

Who is AWARD?

AWARD, The Australasian Writers and Art Directors - is a non-political, non-profit organisation with a single purpose: to raise creative standards in all forms of commercial communication.

The 46th AWARD Award Finalists have just been announced and we wanted to highlight the WA finalists and tell you more about their campaigns.

We're starting with 303 MullenLowe.

303 MullenLowe - Mermates for Royal Life Saving WA

Finalist in the ADVERTISING | SOCIAL MEDIA category, Social Videos - Campaign subcategory.

Launching late 2024, this campaign saw a refreshed water safety behaviour-change campaign that targeted a new generation of water goers. ‘Be a Mermate’ campaign and its “give risky behaviour a splash in the face” tagline delivers an evolved safety message that goes beyond the original campaign’s focus on alcohol and water safety.

First seen in 2019 it resulted in positive shifts in the attitudes of 15–24-year-olds towards safe drinking behaviour around water.

With a new generation of water goers, awareness on a broader range of water safety issues was required, according to Royal Life Saving WA’s Blanche Marchant:

"This evolved approach will send a clear message to young people, and their mates, that keeping each other safe is the best way to avoid water related tragedy"

The campaign, while social-first, with a slew of assets designed to engage this younger, predominantly male audience - also included an activation during Leavers to engage with them offline.

303 MullenLowe’s remit included strategy, creative concepting and production with media undertaken by Mediahub. ‘Be a Mermate’ ran across Meta, YouTube, TikTok, Snapchat, Programmatic Video, and GumGum.

“The whole team are stoked to be recognised nationally for this socially lead campaign. As an agency, our greatest reward is changing behaviour for the better, but it’s always nice to receive acknowledgments like this.

Said Sara Oteri, ECD 303 MullenLowe.

I’d like to make special mention to our clients and the team who brought this to life. The subject matter is serious but that doesn’t mean the approach needed to be. Out of the box work like this doesn’t happen without ambitious clients who trust their agency partner nor without a team who live and breathe the topic from strategy right through to media.