The RNLI first launched ‘Respect the Water’ in 2013 to raise awareness about the dangers of water and draw attention to the fact that more than 190 people drown each year in the waters of the UK and Ireland. The campaign has grown in size year on year, now attracting more than 400,000 visitors. For 2016, the RNLI wanted Yoyo to create an engaging destination website targeting 16 to 39 year old men who are most at danger from drowning. The site needed to be consistent with their other campaign activities across localised advertising, face to face, direct mail and social media - to deliver a compelling customer experience positioned around the message ‘Know what to do’.
To maximise engagement from the target audience, we recognised that video and mobile were going to be key factors. Learning from the previous year’s campaign website, the site needed to deliver a lot more than simple shock-tactics. We created a cross-device, multi-media content platform for visitors to experience just how dangerous water can be and how they can protect themselves. To enforce the ‘Know what to do’ messaging, we created an interactive video challenge where users have to make quick decisions to stay alive when they unexpectedly find themselves in the water.
Increase in visitors within the first 3 months (Year on Year)
Minutes spent (on average) on the homepage
Award Winner - International Safety Media Awards 2016
Following the success of the 2016 campaign, we have been working hard on Respect the Water 2017 which is now live.