The RNLI have one very important objective- to reduce drowning by 50% in the next 10 years. Heart attacks whilst diving are a big killer for (mostly men) aged 45+. With 20 people dying of heart attack whilst diving in 2016. Men of this age are generally relecutant to go to the doctor for any reason and if theres any chance they'd recieve bad news.
Our task was to produce a campaign that would stop male scuba divers in their tracks and make them think I must get my heart health checked. We decided to produce a poster/press ad campaign which would go in a diving magazine. From research we knew divers are very particular about who they dive with and the condition of their diving equipment. We played on this idea of equipment and having it unfunctional, relating it back to the divers heart.