Over a third of children rescued from UK beaches last year were body boarders. But beach safety wasn’t part of parental dialogue. We needed to find a fun earworm, just like fire safety’s ‘stop, drop and roll’, that alpha parents would actively seek to teach their kids.
We translated a core piece of RNLI body boarding safety advice into a truly memorable, sharable music track, ‘Hold tight, Hand up,’ together with a free Wave Safety pack. Taking a Cartoon Network approach and leveraging co-creation from 8-11 year olds we demonstrated how to stay safe in a fun way.
The campaign reached the younger audience we were after and introduced a fresh generation of supporters to the RNLI. In fact 92% of respondents were new recruits. Although fundraising wasn’t as important as beach safety awareness, they have also been very generous with donations.