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With the summer period seeing a rise in drownings, Samuel Cornell, a University of NSW PhD Candidate, has questioned the effectiveness of marketing campaigns designed to communicate messages and information about beach and open water safety and hazards to the public, calling for a new approach delivering “clear and consistent messaging, using modern platforms”.

Writing in The Conversation, Cornell, who is part of the UNSW Beach Safety Research Group, points to how safety messages are communicated by the nation’s peak water safety bodies: Surf Life Saving Australia (SLSA) and Royal Life Saving Society - Australia.

He suggests that “too much differing messaging may lead to message fatigue or confusion about which message is most important to follow.”

Cornell writes “the stubborn drowning toll highlights the need to evaluate what is not working”, noting “clear and consistent messaging, using modern platforms and engaging influencers may help us to get to zero drownings sooner.”

Primarily, he points to SLSA’s latest summer campaign - Stop, Look, Stay Alive - featuring Australian-born actor and filmmaker Angus Sampson, while highlighting other campaigns over recent years:

• The 'swim between the flags' message
• The ' give an F about the flags ' campaign
• The 'think line' campaign, which urges people to 'stop, look and have a plan'
• The 'float to survive' campaign, which urges people to float if they're in trouble in the water or stuck in a rip
• The 'respect the river' campaign.

Suggesting that “not everyone is heeding the message”, the doctoral candidate points to a 2022 research paper, Evaluating the effectiveness of a science-based community beach safety intervention: The Science of the Surf (SOS) presentation, which raised “questions regarding the effectiveness of existing strategies designed to communicate messages and information about beach safety and hazards to the public.”

Stop, Look, Stay Alive campaign
Referencing SLSA’s Stop, Look, Stay Alive campaign Cornell suggests that the use of a celebrity “may not be effective” while questioning its delivery through television, online and outdoor advertising.

Noting SLSA’s advise that “86% of all drowning deaths on Australia's coast last year were men”, Cornell suggests “could it be more effective to, for example, use a TikTok star who is hugely popular among young males (to promote the message)?

Using the right platform
Cornell writes “research suggests using the right platform and ' voices that matter ' offer benefits when delivering safety messages. This is in part due to the emotional connection people form with these social media stars, which can result in behaviour change.”

SLSA Response
When asked for evidence to show the current public messaging campaigns are working, Surf Life Saving Australia (SLSA) told The Conversation “SLSA is committed to preventing drowning through holistic, evidence-based approaches, combining awareness programs like Stop Look Stay Alive with lifesaving services, in-person programs, and education. This summer alone, lifesavers have performed over 2,500 rescues and 700,000 preventative actions.

“Despite population growth, coastal drowning has remained stable. This summer, 32 coastal drownings have been reported, fewer than the same period last year. SLSA focuses on behaviour change through initiatives like beachpassport.org.au (with 21,000+ 'passports' issued already!), and on-beach programs that have provided active community learning opportunities.

“It's too early to comment on the broader effectiveness of Stop Look Stay Alive, however preliminary campaign results show positive impact and an evaluation will be conducted by UNSW Beach Safety Research Group later this year.”

Rethinking 'swim between the flags'
Cornell goes on to explain that “many current beach messaging approaches, including 'swim between the flags' , compel people to fit into what the system wants.

“But many beaches don't have flags. And not everyone stops or looks for flags, signs, or even the conditions before they go into the water.

“And studies show while most domestic beachgoers know to swim between the flags, many choose not to because, for example, people are located closer to beaches without flags or lifeguard patrols.

“What's more, research suggests overseas visitors to Australia do not always understand what 'swim between the flags' means or terms often used on common beach safety signage such as 'shore dump' and 'shore break'.”

Here Cornell cites the 2021 study What is a shore dump?: Exploring Australian university students’ beach safety knowledge and their perceptions of Australian beach safety signage which found 21% of international students perceived 'always swim between the flags' to mean that beachgoers who don't or can't swim need to stay outside the flags.

He adds “this shows that current strategies aren't resonating with all beach users, and there's a need to reassess beach safety messaging.”

Moving Forward
Cornell goes on to suggest that “other forms of public safety messaging should also be considered when trying to reduce drowning numbers in Australia.

“For example, people who have been caught in rip might be encouraged to tell their stories publicly. Research into other areas of public health communication, such as vaccines, suggest this can form the basis of an effective campaign.

“Research also suggests teaching beachgoers about coastal science can improve beach safety behaviour. For example, people can be taught about how rip currents work, using images of dye released into the water.

“Crucially, consensus is needed on which key messages to prioritise. Too much differing messaging may lead to message fatigue or confusion about which message is most important to follow.”

He concludes “messaging on beach safety to date has surely prevented drowning. But the stubborn drowning toll highlights the need to evaluate what is not working. Clear and consistent messaging, using modern platforms and engaging influencers may help us to get to zero drownings sooner.”

Click here to view the original article in The Conversation.

Image credit: Surf Life Saving Australia.

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