RNLI - Hands-on water safety experience

As part of this summer’s RNLI water safety awareness campaign, bbd created an interactive display for kids aged 7-11 to learn the safety basics, with an added splash of fun. 

Challenge

While the RNLI might be best known for rescues on the water, much of the work away from the spotlight is on preventive safety messaging. The overall goal is a 50% reduction in drowning in the UK and Ireland by 2024. In the lead up to the summer holidays, they wanted to engage children and their families with a fresh round of fun, educational content about water safety. 

Objective

BBD and the RNLI have worked together over a number of years to reinforce water safety messaging among the younger generation (and adults). The RNLI have mini crew kits that allow children to dress up. The challenge for BBD was to integrate these kits into an experiential space at selected summer events that would give children a fast, fun dose of essential safety messages in a memorable context.  

Strategy

Our experience of creating content for those aged 7-11 told us that however noble or worthy the message, it would have to compete with a stream of hi-tech distractions just to make a first impression. Bbd designed an experiential space, branded in distinctive RNLI colours, that was interactive, fun, and frictionless. Crucially, it placed the child centre stage of the activity, and allowed for some theatrical touches. 

Solution

We delivered ‘Ready, Steady, Crew’ to the RNLI, an interactive series of water safety-based tasks, ready for roll out as the summer vacation gathered momentum. The displays tackled the four steps to water safety, mastering the float position, and getting dress in the crew kit, before finishing with a selfie opportunity. Evoking the colour palette and typography that the 7-11 age group were familiar with, the components of the display could be carried by hand and set up within minutes. 


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RNLI - Hands-on water safety experience

As part of this summer’s RNLI water safety awareness campaign, bbd created an interactive display for kids aged 7-11 to learn the safety basics, with an added splash of fun.

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Bright Blue Day

01202 669 090 jessica.williams@brightblueday.co.uk