Royal National Lifeboat Institution: Respect the Water

This case study explains how the Royal National Lifeboat Institution (RNLI) used an innovative approach and a new tone of voice to persuade people in the UK to "Respect the Water" and prevent deaths by drowning.

Royal National Lifeboat Institution: Respect the Water

Campaign details

Agency name: ArcCategory: Cause, Charity/Non-profit Marketing or Social and Integrated CommunicationCountry: UK

Background

The RNLI strategy has traditionally been to present themselves as the charity that saves lives at sea. However, more people die by drowning every year than by any other accidental means except road traffic accidents. Whilst previous RNLI messages have erred on the moderate side, this campaign had a tough message to convey.

The solution, "Respect the Water" was an umbrella idea that focused on the potential dangers of the water without demonising...

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