On 1 December, Surf Life Saving Australia launched a national advertising campaign for 2007 - The Year of the Surf Lifesaver.

Marking the centenary of the Surf Life Saving movement in Australia, the launch of 'The Year of the Surf Lifesaver' celebrates 100 years of achievements and commitment to protecting Australian beaches.

Created by BCM, the television commercial extends the internationally and nationally award winning* 'Heroes - The Life of the Beach' campaign.

BCM has worked with Surf Life Saving since 2001 when the agency took on the Queensland arm of the iconic Australian volunteer movement as a pro bono client.

The iconic imagery of the highly successful 'Heroes - The Life of the Beach' campaign captured the core value of Surf Life Saving and resulted in increased fund raising, membership and importantly, contributed to improved beach awareness and safety in Queensland. The campaign was so effective that it was adopted nationally by Surf Life Saving Australia (SLSA).

BCM expanded their relationship with SLSA to become their agency of record in 2006 and this year began work on The Year of the Surf Lifesaver campaign.

BCM Partner Paul Cornwell said: "It's an honour working on the Surf Life Saving brand. It's part of Australian culture and the sacrifice lifesavers have made with their time and commitment for the last 100 years is inspiring. There's plenty of emotion attached to the brand and we have tapped into that with this campaign."

The 'Year of the Surf Lifesaver' TVC launched the national campaign on 1 December, which will also include radio and newspaper.

Campaign credits:

Creative Director - Greville Patterson
Copywriter - Andrew Bartlett
Art Director - John Summerville
Agency Producer - Shane Ford
Director - Ryan Renshaw
Post Production - Cutting Edge
Producer - Noel Stevens
Account Partner - Paul Cornwell