‘Do Your Part. Be SharkSmart.'
The Queensland Department of Agriculture and Fisheries (DAF) has launched a new SharkSmart campaign for the summer, calling on all water users to follow SharkSmart behaviours to minimise their risk of a negative encounter with a shark.
Created by GrowthOps Brisbane, the campaign comes in the wake of several shark bites along the Queensland coast in 2018 and 2019.
State-wide research conducted by DAF, revealed that many Queenslanders were unaware there are steps they could take to minimise their personal risk of interacting with sharks.
A SHARKS acrostic was created to make the six SharkSmart behaviours, developed by DAF, easy to read and remember.
To prompt recall in audio-visual campaign assets, a catchy, chant-like jingle was also created.
Using a chorus of Queenslanders, the jingle informs audiences of the SharkSmart behaviours and encourages them to ‘Do your part. Be SharkSmart’.
“Some people think of sharks as unpredictable killing machines," says GrowthOps Brisbane head of strategy and innovation Caroline Starecky.
"However, when we learn more about their habitat, instincts and behaviours, people realise there are ways to reduce the risk they present to water users and increase the likelihood they will stay safe in the water.”
GrowthOps Brisbane creative director Lindsay Thompson says the agency looked a number of ways to share the message.
“We initially explored ways of re-framing pop culture references like the Jaws theme music and Baby Shark song but we didn’t want to emphasise fear or trivialise sharks," says Thompson.
"Ultimately, we found that using rhyme, repetition and a stylised treatment allowed us to creatively deliver on the strategic goals of changing behaviour and reducing the likelihood of harm.”
The campaign acknowledges that sharks are present along the Queensland coastline and are an important part of our marine ecosystems.
“Our long-term goal is for SharkSmart behaviours to become second-nature for all Queensland water users," says DAF senior education officer (Shark Control Program), Katie Emmert.
"No different from being Crocwise. ‘Do your part. Be SharkSmart’ is a platform for targeting each of the SharkSmart behaviours for Queensland water users.”
The campaign is running on social and digital channels, radio and audio streaming across Queensland until January 31, 2021.
Agency – GrowthOps
• Creative Director: Lindsay Thompson
• Senior Art Director: Simon Budzevski
• Senior Copywriter: Tim Kelly
• Group Account Director: Dianne Grice
• Junior Account Directors: Linh Diep & Dan Paull
• Account Manager: Sharon Grobler
• Sound Designer: David Gaylard
• Motion Graphics: Benjamin Drake
• Senior Mac Artist: Steve Wallwork & Gaelle Masurier
• Production Director: Phil Hagstrom
• Post-production – GrowthOps
Client – Queensland Department of Agriculture and Fisheries
• Senior Education Officer (Shark Control Program): Katie Emmert
• Principal Communications and Media Officer: Marcia Roscrow