Dublin agency, Folk VML has teamed up with Water Safety Ireland to tap into the popular trends of ASMR (Autonomous Sensory Meridian Response) and sleep and relaxation apps to create awareness around being too relaxed or complacent while in water. The radio spot, titled "Don't Let Your Mind Drift", uses the relaxing sounds of water and a soothing voice that guides the listener through a calming meditation. However, the tone abruptly changes when we realise the dangers that entering this state of relaxation in water poses. The campaign aims to educate listeners and make them realise that water can be unpredictable and dangerous, and that they must never be complacent and over-relaxed while in water. With 74% of drownings in Ireland occurring in the home county of the victim, many in places familiar to swimmers, this complacency can be fatal. Karl Waters, Chief Creative Officer at Folk VML, said “We wanted to create a radio spot that lured the listener into the exact state we need to avoid while we are swimming in water. We believed by doing this that we can really get people to understand the danger this poses in water.” Roger Sweeney, Deputy CEO & Marketing Manager at Water Safety Ireland added “Drownings can happen quickly and silently, in picture-postcard locations that can sometimes lull people into a false sense of security. We need swimmers to remain constantly vigilant and alert. Our campaign brings this to life in an innovative way that brings listeners on that journey”. The campaign will run on radio stations across Ireland from April, 2024.