RNLI: Float to Live

Charity Royal National Lifeboat Institution (RNLI) launched a campaign in the UK giving instructions on how to best react when falling unexpectedly in cold water.

Campaign background

Everyone who falls unexpectedly into cold water wants to do the same; to swim hard and fight. But it's a fight they won't win.

RNLI needed to teach the public to go against their instincts in order to save lives.

Strategy

Krow studied, with experts from the RNLI and the University of Portsmouth, how people got into difficulty in cold water, and what they needed to do to survive.

The key issue? People were drowning because they were fighting the cold water; it strained their heart, cooled their skin, and increased their chances of inhaling water.

The RNLI...

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