The Head Scratcher

The RNLI ‘Respect the Water’ campaign warned people about the dangers of Britain’s coastline. But because 50% of people who drown each year never intended to get wet in the first place, the message wasn’t working.

The Big Positive Impact

Stop warning people about water and start giving them the skills to save their life. Instinctively, people fight to survive when they’re in trouble in the water. But water survival skills are counter-intuitive. Our campaign teaches people to fight their instinct, not the water; they have to ‘FLOAT TO LIVE’.

The Headlines

Over the past two years, the campaign message has helped to save 21 people from drowning.