RNLI Respect The Water 2016

A campaign designed to educate people about the dangers of water. Think fast and act fast.

RNLI Respect the Water campaign digital work by Yoyo

Insight

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’.

RNLI Respect the Water campaign digital work by Yoyo

Design

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.

RNLI Respect the Water campaign digital work by Yoyo
RNLI Respect the Water campaign digital work by Yoyo
RNLI Respect the Water campaign digital work by Yoyo
RNLI Respect the Water campaign digital work by Yoyo

Results

+220%
Increase in visitors within the first 3 months (Year on Year)

1.37
Minutes spent (on average) on the homepage

GOLD
Award Winner - International Safety Media Awards 2016

“We really enjoyed working with Yoyo and are very pleased with the work they have undertaken for us. Yoyo confidently delivered against the brief to build on the existing campaign assets and our research learnings to date, to deliver an impactful and interactive website, which not only highlights the dangers of the water but also shows the audience what to do to stay safe.”

Maria Lorenzo-Dus RNLI Marketing Coordinator

Following the success of the 2016 campaign, we have been working hard on Respect the Water 2017 which is now live.