Safety on Ice!
Campaign for Räddningstjänsten Östra Götaland
The assignment
Ensure help is nearby
Every year, several people in Sweden lose their lives in ice-related accidents. Around 75 percent of them are men over the age of 60.
Räddningstjänsten Östra Götaland (Östra Götaland Rescue Services) wanted to reduce this risk. Our agency helped bring their initiative to life by producing a film series featuring older men in leading roles.
Older gentlemen often carry a lifetime of practical wisdom. When heading out on long-distance ice skating adventures or ice fishing excursions, they’ll happily share tips on how to stay warm, what to pack, and how to read the ice.
But when it comes to safety – the statistics tell a different story.
This formed the basis of our film concept. We engaged a group of male actors of the appropriate age, gathered them in a cosy, wintry cabin, and asked them to provide advice on coffee, fishing lures, sauna bathing, and the like. Sound advice! But not the most effective.
In the final scene, the ice safety expert from Räddningstjänsten own provided the most crucial advice: to carry an ice pick, ice claws, a rescue line, warm clothing, and a waterproof mobile phone case. And, above all, the best tip of all – to bring along a friend or two.
Currently, films of varying durations are being distributed across social media platforms, serving as the foundation for the Östra Götaland Räddningstjänst specialised ice safety webpage.