Drowning is the second biggest cause of accidental deaths for children in Ireland and the risk grew significantly during the Covid-19 pandemic, as more Irish people were visiting Irish beaches. This was caused by mix of unusually good weather along with the closure of supervised swimming pools and the restriction of international travel.

So, we created a hard-hitting radio spot that brought the perils of not paying attention to a child in the water into sharp focus for parents and guardians. 

This spot takes a simple phrase that all Irish parents are used to hearing on an almost daily basis, and imbues it with new meaning. The spot starts off happy with a little girl playing in the water shouting, “LOOK AT ME! LOOK AT ME!” She repeats this phrase over and over again, as she gets into more difficulty. Her cries go from happy and carefree, to desperate and terrified.