Digital campaign for RNLI’s National Drowning Prevention Campaign, Respect The Water.
We created an experiment called “Joe vs. Pro”. Joe was a relatable teen with no water safety knowledge. Our Pro was an RNLI lifeguard who knew how to float.
They both jumped into the cold water of the RNLI training pool strapped with Go-pros and we edited the result for Facebook, Instagram and Display.
The 10s Instagram story version was a first for RNLI and delivered 253,918 full views, over 50% of the entire campaign.
We also created an instructional video, that explains exactly what to do in cold water and makes it clear that doing it can save your life.
The style of the video was made to match that of the RNLI Float to Live adult campaign.