krow Demonstrates Danger of Cold Water Shock in Latest Work for RNLI

krow and Teneo Blue Rubicon’s first integrated RNLI campaign urges people to “fight their instinct, not the water” to stay alive

Today, The Royal National Lifeboat Institution (RNLI) is launching the charity’s national drowning prevention campaign, Respect the Water, to communicate one key survival skill that could save lives on the UK’s coastline this summer.

Around 190 people die at the UK and Irish coasts each year, with about half of those being people who didn’t intend to enter the water. 

The campaign, with advertising created by krow, encourages people to fight their instincts to swim when they unexpectedly find themselves in cold water. Instead, it is calling on the public to remember one simple skill – floating – that could save lives from drowning. 

The campaign, krow and Teneo Blue Rubicon’s first work together since being appointed by the RNLI in January following a competitive pitch, demonstrates that one simple skill - floating - gives the best possible chance of survival. 

krow has created a 60-second film, and a 30-second version, that will run in cinemas and on video-on-demand services throughout the summer. The agencies have also executed a 40-second radio ad alongside out-of-home and community activation. 

The film brings to life the experience of cold water shock with people swimming hard in an attempt to survive. It ends with an image of a sea of people floating to survive, alongside the lines “Fight your instinct, float to live.”

Posters feature a dramatic shot of a man fighting his instinct and floating in water, alongside the line “Float for your life”.

Teneo Blue Rubicon is working on behaviour change campaigning, liaising with RNLI communities to help change people’s knowledge and attitudes around water, challenge their instincts, and pass on life saving skills.

The RNLI’s campaign launches on 25th May and runs for three months. It follows research from the organisation that shows over half the UK population would follow potentially life-threatening instincts if they fell unexpectedly into water.  Just 6% knew that the best chance of survival is through floating or attempting to tread water. 

It is primarily targeted at adult men, who account for over three-quarters (77%) of the coastal deaths over the past five years, and 74% of last year’s fatalities, although the advice is relevant to anyone who goes near the water. 

The Respect the Water campaign was launched four years ago as part of the charity’s aim to halve the number of accidental coastal deaths around the UK and Ireland. Figures show that 162 people lost their lives at the UK coast in 2016, with nearly half (44 per cent) not even intending to enter the water.

Ross Macleod, RNLI coastal safety manager, said: “If people in danger in the water can help themselves initially by floating and regaining control of their breath, they stand a much greater chance of surviving. Through our Respect the Water campaign we’re asking the public to remember and practice the survival skill of floating – it could be the difference between life and death.”