The objective of the campaign "Friend Protection" (Sõbrakaitse) is to raise public awareness of the risks associated with spending time in and around water, with a particular focus on the dangers of alcohol consumption and the crucial role friends play in preventing accidents.
 

The primary target audience is adults aged 22–55, while the secondary audience is the general public, whose attitudes and awareness help shape broader social norms.
 

The campaign is built on the idea that intervening in risky behaviour should become a social norm – something a good friend naturally does. If you see a friend who has been drinking and is about to enter the water, don't remain a bystander. Step in and guide the situation as safely as possible.
At the same time, you should never put yourself at risk. The safest approach is to agree on these principles with your friends before heading out together.
 

Rather than relying on fear or intimidation, the campaign adopts a supportive, friendly and inclusive tone, encouraging people to look out for one another.
 

Creative Agency: Salama
Photography: Kalle Veesaar
Production: Halla Visuals / Jan Erik Nõgisto / Heiko Sikka / Alvar Reinumägi