The RNLI has teamed up with creative agency, Proximity London to launch a new innovative campaign ‘Beach Smart’ in a bid to keep people safe at the seaside this summer.
The first wave of activity launches on 24th July with targeted display advertising, an online game and a bespoke microsite, before rolling out with additional direct mail, outdoor, press and experiential activity across the peak summer months.
Experiential activity will focus on five UK shopping centres for the duration of August. In addition to equipping parents and children with vital information that could help save lives, the RNLI will also use this contact with a new, younger audience as a data capture opportunity for future support and fundraising.
Russell Tarr, interim Head of Marketing at the RNLI charity said: “This innovative campaign is a great way for the RNLI to encourage children and their families to think about beach safety. Although we have lifeboats all around the coast on call 24/7 and lifeguards on 200 of the busiest beaches, it’s always better for families if they don’t need to call on our volunteer crews and lifeguards. Through this campaign we are encouraging people to have fun this summer while staying safe.”
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