70 per cent of Australians can’t identify one of the biggest hidden dangers on our beaches: Rip currents. And the biggest fatality group is males aged 25-50, due to their false sense of bravado.

As part of Samsung’s Launching People platform, the aim of Pocket Patrol was to demonstrate the power of Samsung’s technology by bringing about positive change in the world, with a focus on Australia’s unique culture.

The campaign’s objective was not about sales targets or product awareness, but driving positive brand sentiment with Australians of all ages. This had to be more than just a marketing campaign, this had to impact the culture.

While certainly among Australia’s most beautiful landmarks, beaches are also one of the country’s most deadly, with approximately 11,000 rescues and 21 deaths each year. For this reason, the project’s focus on beach safety was an issue close to many Australians’ hearts.

Local media and a national broadcaster were invited to test and view the app on the Sunshine Coast. This coverage was held under embargo until the national launch and was positioned as an ‘exclusive first look’. An exclusive was also held with Mashable earlier in the week over the phone.

Live event activations promoted the app to beachgoers, while a 360 VR experience demonstrated what it feels like to drown in a rip and learn how to swim out of one.

Social media educational posts challenged viewers to try and spot the rips, and an online content film demonstrated just how quickly anyone can get dragged out to sea.

The program continued from October 22- November 13.

Media included national broadcast, online, print and local outlets:

• Channel Seven News

• Channel 9 (Sunshine Coast)

• Mashable

• Courier Mail (w/ News Corp syndication)

• APN

• Various consumer tech-titles