‘Respect The Water’
Brief
2 thirds of those who lose their lives around the coast of the UK are men aged between 18 and 39.
We were challenged by RNLI to create a campaign that would encourage these lads to Respect The Water.
However young men have a habit of thinking themselves invincible and certainly won’t be lectured by charities into behaving themselves, no matter how well meaning.
Solution
The first thing we landed on was that if we were going to have any impact we had to talk to our audience through channels that were relevant to them.
LadBible is the most popular social, editorial platform for young men dealing mostly in humour. In a brave move we convinced RNLI to create a series of hard-hitting, beautifully shot films telling real the real stories of young men who have lost or nearly lost their lives in the water and collaborate with LADBible to use those films as a lynchpin for a landmark campaign across all the Media owners channels.
Results
RNLI’s most successful awareness campaign of all time with the films gathering a total of 6 million views.