RNLI - Respect The Water

2 thirds of those who lose their lives around the coast of the UK are men aged between 18 and 39.
We were challenged by RNLI to create a campaign that would encourage these lads to Respect The Water.
However young men have a habit of thinking themselves invincible and certainly won’t be lectured by charities into behaving themselves, no matter how well meaning.
We had to talk to our audience through a medium that was relevant to them.
LadBible is the most popular social, editorial platform for young  men dealing mostly in humour. In a brave move we convinced RNLI to work with LadBible to create a series of hard-hitting, beautifully shot films telling real stories about people like them getting into serious trouble in the water.
These films were part of summer of activity including reactive editorial across LadBibles social channels that went on to be RNLI’s most successful awareness campaign of all time.

Winner Brand Film Festival 2017: Gold & Best Of The Best

Honoree Webby’s 2017

Team Credits

Matt Cole

  • Executive Creative Director

David Williams


  • Drum


    • Marketing


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Matt Cole
Executive Creative Director
David Williams