Sinkers #DontDrinkAndSink

Sinkers Campaign

Australia is built on its love for the water and in a country where the festive season is the hottest time of the year, alcohol and swimming form a dangerous cocktail. 

The “Sinkers” campaign fronted by Channel 9 Journalist Erin Molan, Pro Surfer Ellie Jean Coffey, Pro Skateboarder and TV Presenter Corbin Harris and Actor Dan Ewing, is set to inspire Gen Y to let people know alcohol and water do not mix.

Alcohol is a factor in 41% of drowning deaths in people aged 15-29* and can happen anywhere and at any time: Swimming; surfing; boating; fishing; sailing; camping by the river; even in the backyard pool. “Sinkers” is tackling the issue head on using social media to talk to young Australians.

Royal Life Saving understand most people enjoy a drink to unwind and enjoy themselves however alcohol has been shown to significantly increase the risk of drowning. Therefore, getting the message out this summer is vitally important.

“Each year we lose young Australians to drowning because they drink alcohol and then enter the water. The two don’t mix! Alcohol consumption leads to a lack of coordination, greater risk taking behaviour, impaired reaction time and impaired judgment. This summer we want everyone to enjoy our pools, beaches, rivers and lakes but we need to ensure that alcohol consumption is left to when aquatic activities have concluded. The Sinkers campaign is utilising a range of social media strategies together with high profile ambassadors to raise awareness amongst the 15-29 year olds who are traditional hard to reach so they know the dangers of mixing alcohol with aquatic activity.” Commented Michael Ilinsky from Royal Life Saving.

The three most common locations for alcohol related drowning deaths in NSW were: the ocean (21.7%); beaches (20.5%), and rivers (18.8%)* 

*Reference: Swim Safe Swim Sober Report (2008) - A study examining drowning in NSW and the influence of alcohol

OUR COLLABORATIVE PARTNERS

Royal Life Saving NSW, in partnership with the NSW Government have collaborated on the “Sinkers” Campaign, aimed at reducing alcohol related drowning in people aged 15-29. While we understand most people enjoy a drink to unwind and enjoy themselves, alcohol has been shown to significantly increase the risk of drowning. Royal Life Saving is urging people to take the pledge and think twice before mixing alcohol and swimming. #DontDrinkAndSink

This initiative could only come to fruition through the engagement of collaborative creative partners 303LOWE. Their management expertise, commitment and passion have provided a cutting edge solution to address alcohol related aquatic injury and death amongst 15-29 year olds.

NSW Government    303LOWE 

Media Contacts

For media enquiries, please contact:

Amanda Fry
6dc LIFESTYLE PR
Phone: 02 9280 1600 / Mobile: 0418 262 282
Email: amanda@6dc.com.au

Royal Life Saving Personnel are available to talk about this Campaign and important messages including:
Michael Ilinksy, Operations Manager,
Royal Life Saving Society - NSW Branch
Phone: 02 9634 3700 / Mobile: 0408 869 782
Email: michaelilinsky@royalnsw.com.au

Media Release

Sinkers Range Promotes #DontDrinkAndSink
Erin Molan, Ellie Jean Coffey, Corbin Harris and Dan Ewing join forces to un-endorse “Sinkers” in a new campaign to raise awareness of adolescent drowning deaths involving alcohol

Click here to download the full media release for the launch of the Sinkers Campaign.