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RNLI Float to live

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The Challenge

The RNLI ‘Respect the Water’ campaign was focused on warning people about the dangers of Britain’s coastline. But, this message wasn’t having the desired impact because 50% of those who drown each year never intend to get wet in the first place.

The Challenge

The Leap

From warning me about water to giving me skills to save my life.

The Leap

The Solution

When it comes to water safety, people are relying on instinct to save themselves. But, water survival skills are so counter-intuitive, that relying on instinct can kill you. Our campaign teaches people to fight their instinct and not the water; they have to ‘FLOAT TO LIVE’.

The Solution

The Result

Over the past two years, the campaign message has helped to save 21 people from drowning.

The Result

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