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RNLI launches ‘Hold Tight, Hand Up’ summer safety campaign

Friday July 10, 2015 at 4:56pm
The Royal National Lifeboat Institution has launched its latest Beach Smart education campaign, targeting young families and children and teaching them about beach safety. It is the second year the RNLI has run Beach Smart – last year, RNLI lifeguards aided over 7,900 children on UK beaches. The multi-channel acquisition campaign, created by Proximity London, balances beach fun with educational information to keep kids safe when they are on and near the water. This year the RNLI are directing their advice at a slightly older audience of 8-11 year olds and their parents, focussing on the importance of holding on to a bodyboard when kids get into trouble out in the water. Rip currents are a major danger point for people at the sea side this holiday season and the RNLI’s ‘Hold Tight, Hand Up’ strapline encourages any distressed children to keep hold of the board and alert people on shore to their plight. This safety message will feature in an animated music video, and also run across Digital and Outdoor channels. Families will be able to claim a free safety pack that includes a wave-catching guide to help kids develop their bodyboarding skills and lenticular stickers of the animated characters from the video. Proximity London is behind the campaign strategy, concept and execution. The music video was created in partnership with Native, and its sister company Jungle. Together, they wrote and produced the music, recorded the characters and created the soundscape that brought the animated world to life. The supporting media strategy is being handled by media partner, OMD. John Treacy, executive creative director of Proximity London, says: “Doing work that entertains and educates both children and adults can be a challenge. But with the help of a big, catchy tune and a fun cast of animated characters, we are able to communicate a serious surf safety message in a way that appeals to both parents and 8-11 year olds alike.” Proximity is the charity’s designated acquisition marketing agency, specialising in delivering fundraising communications across on and offline channels.
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