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Agency of the year

Beach Smart, Part 2!

Summer is well on its way, and this week we’re proud to be launching a second season of Beach Smart, an RNLI campaign that targets young families and educates children about beach safety.

This year the campaign focuses on the dangers of rip currents, a major watch out for the RNLI during holiday season. With the ‘Hold Tight, Hand Up!’ strapline, children are encouraged to keep hold of their bodyboard and raise a hand to alert lifeguards on the beach.

To reinforce this advice, at the heart of the campaign is a fun and memorable animated music video, created in partnership with Native and their sister company Jungle. The safety message will feature in all creative, running across mobile, digital and outdoor channels in the summer months. The ads also urge families to register to receive a free safety pack in the post, which includes a wave-catching guide (to help kids develop their bodyboarding skills) plus lenticular stickers of the characters from the video.

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.”