2013 Bronze Best use of Copy

Client RNLI

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 the water, without demonising it.

What details of the strategy make this a winning entry? 80% of the approximately 480 people who drown in the UK every year are men aged from 35 to 60. Most are killed while walking along the coast, swimming, or by falling into open water. The effects of alcohol are at the heart of many of these accidents, along with small margins: stepping a little too close to the edge or swimming a little too far out. Research showed the target audience was invariably unaware of the risks and vastly over-estimated their abilities should they get into trouble. The aim was to make them aware while not demonising the water. To get into their mindset, a behavioural economics workshop gave insights that shaped messaging. Men relate to and react to facts, so drowning experts ensured all messaging was scientifically correct and as powerful as possible.

How did creativity bring the strategy to life? The men in the target audience believed that drowning won't happen to them. They are strong swimmers; if something goes wrong, then someone will rescue them. And if everyone's doing it, then it can't be dangerous. The campaign used a tone of voice that spoke directly to them, like one of their friends. And compelling, highly localised stories were wedded to real accidents and tragedies from each area. There were statistics about fatalities there and facts about the effects of the dangerous activity targeted. This carried across Facebook, Twitter and the ambient media that spearheaded the campaign, including pint glasses printed with 'Respect the Water' messaging in pubs close to the targeted areas, to point out the added dangers of alcohol. The campaign was supported by more contextual radio and outdoor.

Results Over 1,000 people engaged with executions. A #respectthewater hashtag and campaign-specific content for RNLI's Facebook page made it simple to track reach: 7.4 million people over the three weeks the campaign was live. Reach for the radio ads was 13 million. Even ITV and BBC picked up the story, reaching a further 767,000 viewers. Despite being a pilot for the south-east of England, the campaign's even been picked up in social media by lifeboat crews and others in New Zealand, USA and Ireland.