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Proximity London Gets 'Beach Smart' for RNLI

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Campaign aims to help families stay safe at the seaside this summer

Proximity London Gets 'Beach Smart' for RNLI

Proximity London is working with the RNLI to try and get kids ‘Beach Smart’ this summer as part of an ambitious new marketing drive for the charity. 

In a typical summer, the RNLI not only rescues thousands of people at sea, but also provides lifeguard services on over 200 beaches in the UK. In 2013 alone, the charity helped over 9,500 children, 741 of which were saved from dangerous rip currents around our coastlines.  

In an attempt to raise awareness of the charity’s work in this area and supply families with key safety information when they need it most, the RNLI is launching an integrated Beach Smart campaign to get 17,500 families beach savvy before the holidays. 

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.

One of the key methods of engagement is the Beach Smart game, which will be hosted online at In the game, children are given a number of small challenges to complete across three different levels. Players are asked to help the characters swim between the flags with some simple mouse controls, put safety flags in the right place on the beach or click on lone children to get them buddied up with a friend before they enter the water.

The RNLI will be using the game to start an ongoing dialogue with parents by encouraging them to register their contact details on completion. As a compelling value exchange mechanic, each child registered will receive a free Beach Smart pack in the mail with an activity booklet and a fun ‘snapband’ (which comes in three different ‘RNLI’ colours). The pack also includes a waterproof pen, so as well as being a must-have accessory for kids, the wristbands can also double up as identity bracelets – allowing parents to write their contact details on the inside. 

Experiential activity will focus on five UK shopping centres for the duration of August, with weekend face painting, Beach Smart themed temporary tattoos, and an opportunity to play the game on site. Volunteers will also be on hand to dispense safety advice for parents and kids as they pass through.

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.”

Creative agency, Proximity London are behind the campaign strategy, concept and execution (including the development of the online game and microsite, plus all visual and printed materials). The supporting media strategy is being handled by media partner, OMD. 

Proximity is the charity’s designated acquisition marketing agency, specialising in delivering fundraising communications across on and offline channels.

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Advertiser: RNLI

Production Company

Production Designer: Clary Vikstrom, Sophie Young

Creative Agency

Creative Agency: Proximity London

Planner: Armstrong-Downes

Creatives: Alex Buchanon-Dunlop, Neil Williamson

Categories: Corporate, Social and PSAs, Charity

Proximity Worldwide, Thu, 17 Jul 2014 10:46:27 GMT