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By Natalie Mortimer, N/A

July 9, 2015 | 2 min read

The Royal National Lifeboat Institution (RNLI) is going for an older audience with a humurous animated music video that forms the crux of its second annual Beach Smart campaign.

The charity has previously focused on reaching toddlers but is now concentrating its marketing on 8 to 11 year-olds.

The 'Hold Tight, Hand Up' campaign follows last year's drive, which saw the charity hand out wristbands to younger children to help keep them safe on the beach. For 2015, RNLI is promoting the importance of holding on to a bodyboard when kids get into trouble in the water.

The multi-channel campaign, created by Proximity London, includes a catchy animated music video, and will also run across digital and outdoor channels. The music video was created in partnership with Native, and their sister company Jungle, and together they wrote and produced the music, recorded the characters and created the soundscape.

The supporting media strategy is being handled by media partner, OMD.

John Treacy, executive creative director of Proximity London, said: “Doing work that entertains and educates both children and adults can be a challenge. But with the help of a big, catchy tune and a fun cast of animated characters, we are able to communicate a serious surf safety message in a way that appeals to both parents and 8-11 year olds alike".

The campaign will allow families to claim a free safety pack that includes a wave-catching guide to help children develop their bodyboarding skills and lenticular stickers of the animated characters from the video.

Proximity London RNLI

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