This week sees the start of a second summer for Beach Smart, the communications programme from the RNLI (Royal National Lifeboat Institution) that targets young families and educates children about safety on the beach, which will prove especially valuable this year if the summer turns out to be as hot as rumours suggest. Last year, RNLI lifeguards aided over 7,900 children on UK beaches, and the programme aims to make children and their parents aware of the potential risks they could face whilst enjoying a day out at the beach, so that number doesn't have to needlessly rise this year.
This week sees the start of a second summer for Beach Smart, the communications programme from the RNLI
The multi-channel acquisition campaign, created by Proximity London (the charity’s designated acquisition marketing agency), balances family-friendly beach fun with educational information to keep kids safe when they are on and near the water, whilst also giving them a fun and engaging video to hold their interest. This year the RNLI are directing their advice at a slightly older audience of 8-11 year olds and their parents, focussing primarily on the importance of using a bodyboard when trouble arises in the ocean. The “Hold Tight, Hand Up” strap line encourages children to keep hold of the board and alert people on shore to their plight if they run into trouble, and does so without ever coming across as patronising or frightening, which is true of so many inferior PSA campaigns.
Hold Tight Hand Up! Music Video
This safety message will feature in an animated music video (above) by Proximity London, Native & sister company Jungle, and will also run across digital and outdoor channels. Families will be able to claim their 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 is behind the campaign strategy, concept and execution, whilst video was created in partnership with Native and Jungle, who wrote and produced the music, recorded the characters and created the soundtrack that brought the animated world to life. The supporting media strategy, meanwhile, is being handled by media partner, OMD.
The RNLI safety message will feature in an animated music video by Proximity London, Native & sister company Jungle
John Treacy, executive creative director of Proximity London, said “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.” Dan Neale, creative director at Native, added: “To maximise the impact of the 'Hold Tight, Hand Up' message we created a track that caught the attention of the target audience, was playful and memorable. By combining our skills with the expertise of Jungle we were able to offer a complete solution for audio.”