The ‘Unsinkable Guy’ Shows Mere Mortals That we Should be More Careful in the Water

Working off research showing that men aged 25-64-years-old represented four out of five drowning deaths in Victoria, and have proven to be less engaged in water safety messaging and advice, due to an overestimation of their own capabilities around water, the Victorian Government Department of Justice and Community Safety has released a water safety campaign.

To rid this demographic of their overconfidence, TBWA\Melbourne has created ‘The Unsinkable Guy’ – a fully integrated campaign demonstrating that no matter how confident you are, no one is unsinkable. The light-hearted campaign stars four inflatable ‘Unsinkable Guys’ across a variety of coastal and inland water activities.



“The DJCS team have been fantastic to work with on this important community safety campaign,” says Ricci Meldrum, Managing Director of TBWA\Melbourne.

“And working with inflatable talent certainly had its benefits – they weren’t so great taking direction, but always kept a smile on their face.”


The integrated campaign, created and produced by TBWA\Melbourne, launches across TV, digital, social, radio and press, with media led by OMD.


Client: Victorian Government Department of Justice and Community Safety
Manager, Campaigns Strategic Communications Branch: Michelle Windsor
Senior Adviser, Campaigns Strategic Communications Branch: Shae Wiggins

Creative Agency: TBWA\Melbourne
Media Agency: OMD
Production: TBWA\Melbourne