Respect the Water 2016

Respect The Water (RTW) is the campaign that puts drowning prevention at the heart of everything we do. It will play an important role in helping us achieve our organisational aim to halve coastal fatalities by 2024.

This year, Respect the Water will be live 9 June – 1 Sept The target is to reach some 13 million people at least 3 times with the campaign We continue to reach males, particularly those aged 16 – 39 years who tend to be more risk taking by nature The campaign continues to be a national multi media campaign across UK & Ireland

BRIEFING FILM

NEW POSTER ADVERTISING & NEW CAMPAIGN MESSAGE: TREAT WATER WITH RESPECT, NOT EVERYONE CAN BE SAVED Unfortunately, no matter how amazing our rescue service are, they cant always save everyone. The new message asks people to take more responsibility for their own safety. POSTERS will be live from 1 August in coastal locations, and locations close to the river Thames in London

3 radio adverts will be live across the UK and ROI from 9 th June. There we be 2 versions of these 3 advertise – one with a English voice over, and another with an Irish voice. FATIGUE - UK COLD WATER SHOCK- ROI RADIO

BREATHE CONTINUING OUR CINEMA AND ONLINE ADVERTISING Last year, our films performed really well online and in cinemas so we will be repeating this activity this year. Films will be live in cinemas, and online from 10 June. This immersive and interactive short film is shot from the perspective of someone in the water. The film is a hard-hitting way of delivering the facts about the dangers of cold water.

INTRODUCING CATCH UP TV ADVERTISING For the first time, we will also be advertising on Catch Up TV, on programmes that we know our target audience will be watching (e.g. The Euros). We have created two short 20 second films from last year’s Unpredictable film for Catch Up TV. UNPREDICTABLE A film shot from the perspective of people in the water, with the camera bobbing in an d out. This time, the cinema audience will see the dangerously unpredictable nature of the waters around the UK and RoI.

COLD WATER SHOCK INTRODUCING CATCH UP TV ADVERTISING For the first time, we will also be advertising on Catch Up TV, on programmes that we know our target audience will be watching (e.g. The Euros). We have created two short 20 second films from last year’s Unpredictable film for Catch Up TV. Another shot from the perspective of people in the water. The cinema audience will see the cold water shock effect in the nature of the waters around the UK and RoI.

KNOW WHAT TO DO: SEARCH RESPECT THE WATER New website, provides safety advice and real life stories to help people to know how to better look after themselves and their friends & family around the water. The site provides an interactive game, and 3 sections of advice to help people KNOW WHAT TO DO: To avoid getting into trouble If you see someone in trouble in the water If you find yourself in the water unexpectedly

EXCITING PARTNERSHIP WITH SOCIAL CHANNEL, THE LAD BIBLE: 3 X CASE STUDIES: f ilms of people who have lost loved ones, or been involved in accidents, in and around the water 4 X FEATURED ARTICLES: Talking about the dangers of water and the work of the RNLI And weaving ad-hoc news messages into relevant stories over the summer The Lad Bible are a great partner for RTW as almost 1 in 2males aged 18 – 34 are Lad Bible followers. THE LAD BIBLE will be working with us to develop : Read LADbible article Anthony’s story – case study

WHAT WOULD YOU DO? – INTERACTIVE FILM We have launched an innovative interactive film, which challenges viewers to make decisions that affect the story of the characters in the film; whether they act safely around the water, or get into trouble. The film shows just how quickly things can escalate around the water.

TV survival celebrity, Bear Grylls: will share RTW messages throughout the campaign on his social media pages. (1.28 million followers) SAS Who Dares Wins (channel 4) reality show, star: Ant Middleton: we have a film of Ant at Portsmouth Uni experiencing cold water shock (under a controlled environment), which will be used for press and social media during campaign Olympic Rower and gold medalist, James Cracknell, O.B.E: acted launch day for media person to be spokesperson for campaign. CELEBRITY SUPPORT

ANT MIDDLETON: COLD WATER SHOCK Watch as Ant Middleton experiences what cold water shock feels like. British and Irish seas are about 12 °C - even on a warm day, cold water shock can leave you helpless in seconds.

NEWS RELEASE – 9 JUNE

CASE STUDY – PHIL BINDON Phil Bindon, father of Mike Bindon who was tragically swept off rocks whilst fishing near Polzeath in Cornwall. Rock, Padstow and Port Isaac lifeboats were involved in the search for him but his body was ever found. Phil was the case study for the Respect the Water campaign launch on 9 June.

LAUNCH DAY GENERATED A WHOLE HOST OF COVERAGE #RespectTheWater trending on Twitter SKY NEWS COVERAGE Support from celebrities

Channel 5 coverage People are being urged to take extra care around Britain's coastlines, after the number of deaths at sea reached its highest point for five years. Last year 168 people drowned and hundreds of others had to be rescued - many had slipped while walking, running or fishing. The Olympic rower James Cracknell saved a grandfather and his grandson who got swept away while paddling last year. He spoke to Simon Vigar.

PRESS COVERAGE

LOTS OF INTERNAL COMMUNICATIONS RESOURCES TO HELP YOU TO SPREAD THE MESSAGE AND KEEP THE MOMENTUM GOING

RTW NEEDS YOU! Small actions everyone can take to help get behind the campaign. Order resources: RNLISHOP.org/RTWorder All creative materials: RNLI.org.uk/RTWresources

2016 CAMPAIGN FILM Around 190 people die in British and Irish waters each year. We’re aiming to see that number halved by Respect the Water is the RNLI’s drowning prevention campaign. It highlights the risks, helps you avoid them and gives advice to keep you and your mates safe. Know what to do, search: Respect The Water.