To save someone from drowning, you need to realize when the person is in danger. In popular culture, the portrayal of drowning accidents typically involves splashing and cries for help. In real life, drownings happen fast and quietly.

For the first time ever, we utilized the newly trending technology of ASMR as an educational tool - to demonstrate the stark contrast between the soothing sound of an actual drowning and the tragic nature of such an incident.

This unique sound, based on an innovative use of technology, has educated people on the real sound of drowning, which will save lives.

Last year, a record number of people died from drowning accidents in Sweden. Insurance company Trygg-Hansa, which has been working with water safety for 65 years, wanted to prevent future deaths through an educational initiative. Because real-life drownings are not what people see on TV. Drownings happen fast and quietly. The challenge was to educate the public on this fact, and to demonstrate it in a way that would earn attention.

The creative solution was influenced by the globally trending phenomenon of ASMR (autonomous sensory meridian response). ASMR occurs from sounds generating a calm, pleasurable feeling, often accompanied by a tingling sensation. Sounds often include whispers, white noise, scratching, rustling, and crinkling, which are amplified to create an audio stimulus.

The purpose of Sound of Drowning is to counter a dangerous misconception that drownings involve splashing and cries for help. Contrary to popular belief, drowning usually happens silently. The key message was to call attention to this silence – using the innovative technology of ASMR sounds.

By creating an audio simulation of a drowning in ASMR, we were able to show the stark contrast between the calm, relaxing sound and the horrible incident taking place. This new way of using ASMR technology got media and the general public to listen. And by getting people to listen to and learn the sound of drowning, accidents can be prevented, and lives can be saved.

13 May 2019 – Client approved idea and budget

4 June 2019 – The ASMR Sound of Drowning is recorded

5 June 2019 – The campaign assets are filmed and photographed

26 June 2019 – The campaign goes live

A simulated drowning sound was recorded in collaboration with a drowning expert. The recording and editing were made using equipment and techniques that would trigger the ASMR-response.

ASMR sounds typically include pleasant sounds such as whispers, white noise, scratching, rustling and crinkling. What makes the drowning soundtrack unique is the contrast between its calm, relaxing sound and the horrible incident taking place.

The drowning sound was made available in both audio and video versions and communicated in owned, earned, and social channels. The soundtrack and information were also uploaded to a campaign website.

In the soundtrack, you will listen to an ongoing drowning (simulated). You will hear the small arm movements breaking the water surface, the shallow breaths when the body is struggling for oxygen, and the lungs getting filled with water.

Insurance company Trygg-Hansa has been working with water safety for 65 years. Last year, a record number of drowning accidents occurred in Sweden – increasing the relevance to educate on this issue.

• 45,000,000 earned media reach.?Target: 3,000,000 (Swedish population= 10 million).?Exceeding target by 1400%

• 106 articles in Swedish and international media.?Target: 25?articles in Swedish media. Exceeding target by 324%

• 8,000,000 social media reach.?Target: 1,000,000.?Exceeding target by 700%

• 266,209 soundtrack plays. Target: 30,000. Exceeding target by 787%

• 52,871 campaign?site?visits.??Target: 7,000.?Exceeding target by 655%

• After the campaign, 7 out of 10 Swedes know the signs of drowning they should keep an eye out for.??

• Drownings decreased by 50% during summer 2019 (21) compared to 2018 (53).

• The Sound of Drowning has become an annual item on Sweden’s biggest morning show, educating on water safety.