In 2019, Canada’s national drowning prevention week was July 22 – 26. On the Ministry of Children Community and Social Services’ Twitter channel, a new video was posted for each day of the awareness campaign.
These videos were part of a series for an awareness campaign designed to provide facts about drowning and highlight the importance of water safety. The campaign used specific key messaging to focus community, stakeholder and media attention on drowning prevention and to address trends seen in drowning reports and research data.
I conceived and pitched the idea for a video series as the ideal strategic tactic for this awareness week, researched and wrote all the copy, scouted a location, produced and directed the video shoot with the minister, oversaw the development of graphic design, post-production and other creative assets, managed content and technical elements with the social media team, oversaw all approvals and delivery objectives, and supervised the entire initiative from concept through to completion.