RNLI – saving teenagers lives, with laughs

Teenagers hate being told what to do. So how can the RNLI convince them to stay safe around water? We’re helping their annual “Respect the Water” campaign engage age 11-16 year olds.

This hard-to-reach group needs an innovative, dynamic and disruptive approach – our animations and GIFs are behind a campaign that’s smashed targets to drive teens’ engagement with a message that could save their lives.

In situ shot of the Respect the Water website on a laptop and mobile.
  • Overhead shot of the sea with ‘Share to keep your mates safe’ overlaid.
  • Overhead shot of the sea with the respect the water illustrations overlaid.