The RNLI is a British Lifeboat Charity that helps saves lives at sea and around British waterways every year. The brief was to raise awareness of the dangers young men in particular, face in and around water.  The campaign - Respect The Water is how we pioneered a new approach to raise this awareness guiding the audience think about the effects of underestimating the power of the water. 

Along with the Art Director I devised a typographic look and feel which would appeal to such an audience and along with relevant photography and clever copy writing I applied it to a range of touch points at different key danger points. Each site was picked specifically to highlight stories and statistics relevant to each area. 

Touch points included pint glasses in riverside bars, tonne weights to highlight the strength of the water, bait boxes, wraps and mugs used by fishermen, motorway 48 sheets, 6 sheets, press ads nationwide, and large scale sandblasting on boat jetties.

Awareness was increased dramatically and it was received very well by the client and gained several awards for art direction, typography and design. It was then rolled out nationally with a range of additional touch points specific to reach a wider audience, including fisherman, anglers, surfers and kayakers.

Awards:
IPM - Silver / Typography & Design
IPM - Gold / Best not for profit campaign
DMA - Gold / Best use of experential