Water Safety Promotion Project

Campaign Profile:

The summer vacation is fast approaching, and the Sports Administration under the Ministry of Education wanted to intensify its promotion of safety when engaging in water activities to elementary and middle school audiences. The goal was to prevent accidents by imparting concepts on staying safe in the water and preventing drowning.

Campaign Features:

The campaign relied on Chinese-English teaching dialogues in Studio Classroom’s magazine to spread knowledge on water safety and used creative online publicity and videos by KOL (key opinion leader) Louis (放火) complemented by online activities to generate maximum exposure. The materials created in the campaign also raised awareness of water safety concepts and were used to reinforce water safety promotion in follow-up activities.

1. Offer accurate information on water safety/drowning prevention;

2. Strengthen students’ knowledge/understanding of water safety;

3. Raise general awareness among the public of the importance of safe water activity areas.