Surf Life Saving Australia commissioned Ink to develop a targeted kid’s online brand, a set of unique Surf Life Saving characters and a strategy that focused on educating and motivating children through online content.

The kid’s brand embedded positive and enduring messages for Surf Life Saving Australia, tailored specifically to 6 to 12 year olds. The online portal, which launched on the Surf Life Saving Australia website, educated on key safety messages and on the important role that Surf Life Saving Australia plays in the community. Once online, kids are safely engaged, informed and entertained through game play

“There is very little in the way of public service driven, entertainment-based, educational online activity for kids that is engaging them efficiently and is designed specifically for them. Surf Life Saving Australia can effectively communicate to more people, with less collateral, in a more engaging and relevant way through this web-portal. Ultimately we will save more lives with this tool at our disposal.” said Michael Hornby, Surf Life Saving Australia Group General Manager.