We needed a social campaign that would stand out in a crowded news feed. So we created an episode of an intriguing, but fake web series – The World’s Most Costly Pizza, presented by much loved celebrity chef and bon viveur, Matt Preston.

In the film it seems that Matt, in opulent surroundings, is showing us the secrets behind the most expensive pizza ever made. We even see some other everyday items, representing common distractions that take parent’s attention away from the pool, all posing as ‘The World’s Most Costly.

But once people had been lured in, they were soon hit with our true message, that the true cost of a pizza, or any distraction that takes your attention away from children around the pool, could be a child’s life.

The content ran online and on Facebook, being shared from the Royal Life Saving Association's page.

It was a targeted campaign aimed mostly at parents of young children in New South Wales, during the summer.

The film also lead to a bespoke website that housed all of the other ‘Most Costly’ items. The site contained real testimonials, info on how to prevent drownings and links to more details on the RLS website.

Over 2 million views, that’s over a third of the targeted population of New South Wales.

Thousands of shares.

Hundreds of positive comments.

And we hope, the lives of many Australian children saved.