The ‘Respect the Water’ work with LADBible was a step into uncharted waters for RNLI – partnering the much loved charity - celebrating their 150th year - with a platform that was, up until the campaign, perhaps best known as the light-hearted online home of memes and banter.
Around 200 people die in British and Irish waters each year, with men aged 18-39 making up over two thirds of that number. RNLI aim to halve that number by 2024.
RNLI wanted to reach them with water safety advice in a relevant and engaging way so that the next time they were at the coast/by the river that they would think again about how to act around the water, and know what to do to keep themselves and their mates safe.
Three short, cinematic documentaries focusing on the very real, often distressing, but relatable stories of young men with experience of just how quickly it can go wrong around water were distributed across LADBible’s platforms, supported by articles giving advice on water safety and reactive posts across the Summer – the time when young men are most likely to get into trouble around the water.
They became the most successful awareness campaign in both LADBible and RNLI’s history. It was so well received that the partnership has been continued into its second year – ensuring that more of the most at risk demographic are educated about the need to Respect the Water – contributing to preventing further deaths in the future.