Toddler Water Safety – ‘Ten to One’ TVC / Online / Cinema campaign

Victorian State Government,
Department of Justice & Regulation


The annual ‘Play it Safe by the Water’ safety campaign has been running since 1998, and has been instrumental in reducing the number of fatal drowning incidents in Victoria by 42%.

In 2016, the campaign focused on a little known fact: for every child that drowns, ten are hospitalised, many left with a permanent disability from brain injury as a result of non-fatal drowning, a figure which unfortunately hasn’t decreased in line with the reduction in fatalities. The messaging builds on the ‘20 seconds (is all it takes for a toddler to drown)’ 2010-2014 campaign, which successfully communicated the importance of closely supervising young children around water.

Commotion developed and produced the ‘Ten to One’ TVC from a concept provided by the Department of Justice and Regulation, refining the script to address issues uncovered in consumer testing, and to enhance comprehension and impact. Press and online concepts were also developed for future use.