Surf Life Saving Australia (SLSA) has launched a daring new campaign, 'Give an F About the Flags', in a bid to combat the alarming rate of beach drownings. The campaign is aimed at changing beachgoers' behaviour and reducing the number of drownings, which currently stands at over 120 people per year outside the flags on Australian beaches.

This campaign marks the first under the new marketing leadership of Brett Morgan, who brings a wealth of experience from his previous roles at Universal Music, the AFL, and the Sydney Olympic Park Authority. Morgan, who is also a volunteer surf lifesaver, expressed his personal connection to the cause. 'As a volunteer surf lifesaver myself, I know that many of the drownings that occur each year could be avoided if people just gave a little bit more of an F about their own safety, and swam at a patrolled location,' he said.

The creative force behind the campaign is Banter, the agency co-founded by Paul Den. Den, who admits to being in the demographic most likely to ignore the advice and take risks at the beach, shared how the campaign has served as a personal reminder. 'Mum and Dad always taught me to swim between the flags, but I’m also in the demographic that’s most likely to ignore the advice and take risks at the beach. This campaign has really reminded me of just how easy it is to give an F about the flags,' he said.

Adding a touch of celebrity to the campaign, it is narrated by Matty Johnson, former Bachelor and podcast host. The campaign will run across TV, cinema, and online platforms this summer, aiming to reach a broad audience and make a significant impact on beach safety.

The 'Give an F About the Flags' campaign is a bold move by SLSA, using a provocative title to capture attention and drive home the importance of beach safety. With the number of drownings on Australian beaches remaining stubbornly high, this campaign is a timely reminder for all beachgoers to take their safety seriously and swim between the flags.