Proximity dives in again for RNLI

Look out of the window and you may be wondering where summer has gone, but for the RNLI this week sees the start of a second summer of Beach Smart, the Proximity London-devised programme that targets young families and educates children about beach safety.
The multi-channel acquisition campaign aims to balance beach fun with educational information to keep kids safe when they are on and near the water.
In a slight change from the 2014 campaign, this year the RNLI is directing its advice at a slightly older audience of 8- to 11-year-olds and their parents, focusing on the importance of holding on to a bodyboard when kids get into trouble out in the water.
Rip currents are a major watch-out for the RNLI in holiday season and the ‘Hold Tight, Hand Up’ strapline encourages the distressed child to keep hold of the board and alert people on shore to their plight.
This safety message will feature in an animated music video, and also run across digital and outdoor channels. As part of the response pack, families will be able to claim their free safety pack, which includes a wave-catching guide to help kids develop their bodyboarding skills and lenticular stickers of the animated characters from the video.
The music video for the campaign has been created in partnership with Native, and sister company Jungle. Together they wrote and produced the music, recorded the characters and created the soundscape that brought the animated world to life. Media is being handled by OMD.
Proximity London executive creative director John Treacy 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- to 11-year-olds alike.”
Last year, RNLI lifeguards aided over 7,900 children on UK beaches.