RNLI Breath test #RespectTheWater

RNLI are campaigning for people to be aware of Cold water shock, the biggest killer in the sea's and rivers. This advert was targeted to to people over the ages of 18, men and women. Everybody can be around the water. For this advert they simulated what it would feel like to experience cold water shock and also drowning. The audience are put into the first person view of what would happen. As the person goes under the water it shows on the screen saying 'Hold your breath', it engages the audience to step into the shoes of this person drowning. Every time this person comes up from the water it tells them to 'Breathe' it gets quicker at the start, but as the shock sets in and oxygen is lost the person begins to sink to the bottom and drown. After this breathing exercise is finished the final shot is of the person, now in a third person view, sinking to them bottom, looking lifeless.

The objective of this advert is to encourage people to be safer and think twice before, either being around the water or going in. This advert was first advertised during summer, where the majority of water related deaths occur. It's timing was perfect considering the majority of hot weather was coming. This advert featured in cinema's across the UK as well on TV, highlighting how important this message is and how everybody should be aware of it. They also had a hashtag, #RespectTheWater and plenty of posters on social media.

The advert is 1 minute long and first was released in the summer of 2015. It ran for over 2 years before it slowly disappeared of screens.

They decided to film the advert on the docks, which is near pubs and restaurants, to encourage people who may be heavily drinking throughout the day to be wary and sensible, not do anything stupid around the water, especially if someone is drunk.

The campaign consisted of outdoor posters and lots of radio adverts, digital banners and specially designed pint glasses and beer mats to warn about the dangers of drinking and swimming. As part of a PR experiment, in public they made a custom built ‘tonne of water’ and water filled punch bag to engage with adult men, who are most at risk of drowning (80% of all drowning cases in UK are men). The campaign had facts and real stories which were extremely relevant. Even though the targeted audience (men) can think they are tough and strong, this experiment shows that nobody can push themselves against a tonne of water, it especially that nobody will win in a battle against the water as it never tires, but we do.

Denise Cobb (Brighton and Hove Mayor) and James Haskell ( England Rugby Player). They are massive supporters of the Respect the Water campaign. They brought James Haskell to the docks where the interactive 'tonne of water' was to appeal to the men who this campaign is targeting as Rugby is a very [popular sport amongst older men.

These posters, along with the television advert, went live to the public on the hottest day of the year in the UK. Mainly because when the weather is extremely hot, most peoples first thought is to go out to the beach or to the pub for drinks. Usually these pubs can be near water. Because people will drinking all day until the sun goes in, this will lead to them being drunk as they go home. They may not be aware of how much water is a danger, especially if they can't think straight, the risk heightens massively. People could fall into the water, mess about around it and even go swimming. To stop people from doing this and ultimately drowning this campaign has been started, starting with these posters. If these men see the posters before they go near the water it could save their lives.