RNLI aims to get kids Beach Smart

The Royal National Lifeboat Institution is launching a marketing campaign to help thousands of families stay safe at the seaside this summer, before they even pick up the windbreak, knotted hanky and a bucket and spade.
Devised by agency Proximity London, the “Beach Smart” initiative tunes into the fact that, in a typical summer, the RNLI not only rescues thousands of people at sea, but also provides lifeguard services on over 200 beaches in the UK.
In 2013 alone, the charity helped over 9,500 children, 741 of which were saved from dangerous rip currents around our coastlines.
In an attempt to raise awareness of the charity’s work in this area and supply families with key safety information when they need it most, the RNLI is launching the Beach Smart campaign to get 17,500 families “beach savvy” before the holidays.
The first wave of activity launches next week, with targeted display ads, an online game and a bespoke microsite, before rolling out direct mail, outdoor, press and experiential activity across the peak summer months. OMD is handling media.
One of the key methods of engagement is the Beach Smart game, which will be hosted online (fully mobile optimised and live from July 24). In the game, children are given a number of small challenges to complete across three different levels. Players are asked to help the characters swim between the flags with some simple mouse controls, put safety flags in the right place on the beach or click on lone children to get them buddied up with a friend before they enter the water.
The RNLI will be using the game to start an ongoing dialogue with parents by encouraging them to register their contact details on completion.
Each child registered will receive a free Beach Smart pack in the mail with an activity booklet a waterproof pen and a fun ‘snapband’, which also doubles up as an identity bracelet – allowing parents to write their contact details on the inside.
Experiential activity will focus on five UK shopping centres for the duration of August, with weekend face painting, Beach Smart themed temporary tattoos, and an opportunity to play the game on site. Volunteers will be on hand to dispense safety advice for parents and kids as they pass through.
In addition to equipping parents and children with vital information that could help save lives, the RNLI will also use this contact with a new, younger audience as a data capture opportunity for future support and fundraising.
RNLI interim head of marketing Russell Tarr said: “This innovative campaign is a great way for us to encourage children and their families to think about beach safety. Although we have lifeboats all around the coast on call 24/7 and lifeguards on 200 of the busiest beaches, it’s always better for families if they don’t need to call on our volunteer crews and lifeguards. Through this campaign we are encouraging people to have fun this summer while staying safe.”