RNLI

Respect
The Water



SAVING YOUNG BRITISH MEN FROM DROWNING
    
80% of the people that drown in the UK every year are men. This is often due to the fact that they are unaware of the risks or vastly over estimate their ability to cope in water should they find themselves in trouble. So to make them aware of the dangers, we created a film and built ambient ads which allowed them to challenge the strength of water in a playful way, thus earning respect for the unbeatable opponent.

In the end we reached 13 million on radio alone, 7.4 million views on Facebook, and even ITV and BBC picked up the story reaching a further 767,000 viewers. Over 1000 people alone engaged with the punchbag and tens of thousands with the tonne. Despite being restricted to the South East of England, the campaign has even been picked up on social media by lifeboat crews and other people in New Zealand, USA and Ireland.