The average time a person can remain underwater before they inhale water and lose consciousness is 87 seconds (though of course this varies according to the individual and the situation). We wrote the copy so that it took around 87 seconds to read in full. The headline invites people to read the ad while holding their breath and the copy is a detailed account of what it’s like to drown at sea. All together the effect of reading the ad while trying not to breath is a visceral and poignant reminder of what the consequences of not wearing a lifejacket could be.
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