FINALIST DMA 2017
(Best Use of Social Media)

Float to live

Reaching 13-15 year olds was vital to Royal National Lifeboat Institution’s (RNLI) water safety strategy. But we knew advertising wouldn’t cut it with this lot. What about a real-life, daredevil vlogger experiment? Hmm. It just might work.

We took an average Joe and a lifeguard Pro, threw them into icy water at the RNLI training pool and brought the story to life on social channels. It made a massive splash (sorry). The 10s Instagram story version was a first for RNLI and delivered 253,918 full views, over 50% of the entire campaign. Audience reached. Message delivered. Hopefully, lives saved.