RNLI: Respect the water

This case study describes a campaign by the Royal National Lifeboat Institution (RNLI), a lifeboat and lifeguards charity, which sought to increase awareness of the danger of water, targeting men aged 35-60 in the south-east of England.

RNLI: Respect the water

Leo Burnett Change / Arc Worldwide

The team

Alice Hooper, Kit Altin, Beri Cheetham, Ben Newman, Milo Williams, Charlotte Buchholdt, Megan Kelly, Rory Neighbour, Steve Watkins.

Other contributors:

Firefish – Research (Qualitative and Quantitative), Hothouse – Production of ambient elements, OMD – Media planning and buying.

How did the campaign make a difference?

RNLI's traditional strategy was to present itself as the charity that saves lives at sea. But more people die by drowning than by any other accident except road traffic accidents. 'Respect the Water' is an umbrella idea that focuses on potential dangers of...

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