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RNLI

RNLI launches ‘ambitious’ Beach Smart campaign

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By Natalie Mortimer, N/A

July 17, 2014 | 2 min read

The Royal National Lifeboat Institution is preparing to roll out an integrated summer marketing campaign it what the charity is hailing as it’s most ambitious to date.

The Beach Smart drive, which aims to raise awareness around safety at the seaside, will launch on 24 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.

Aimed at children and families a Beach Smart game, which will be hosted online, will be used to start an ongoing dialogue with parents by encouraging them to register their contact details on completion.

The game gives children a number of small challenges to complete across three different levels, including swimming between flags.

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.

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 is behind the campaign strategy, concept and execution. The supporting media strategy is being handled by media partner OMD.

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