ABSTRACT
Alcohol and illicit drugs are a contributing factor in many drowning, but the relaxation of inhibitions, lowered perception of risk and masculine dynamics of competence and autonomy also increase the risk. This is a key reason why social marketing campaigns targeting middle-aged or older men commonly fail to change behaviours or attitudes about water safety. As a consequence of message resistance and a reliance on behavioural repertoires that are or may be unsafe, the Royal Life Saving Society – Australia initiated a campaign aimed at older males that uses their adult children as the key communicator of the safety message. In terms of communication, the campaign ads direct adult children to a mobile phone application. The use of communication tools alone in social marketing communications campaigns is insufficient to encourage target audiences, particularly when they are difficult to reach and to persuade, to change their attitude and behaviour.
