Respect The Water

01 Background

Two thirds of the people who lose their lives around the UK coast are men aged 18 to 39. Young men tend to think they’re invincible, and won’t be lectured by charities.

02 Brief

Get young men to Respect The Water.

03 Solution

To have any impact we had to reach them through channels they already cared about. LADbible is the biggest social and editorial platform for young men, and it deals mostly in humour.

We convinced RNLI to make a series of hard-hitting, beautifully shot films telling the real stories of young men who had lost, or nearly lost, their lives in the water, and to use them as the centrepiece of a campaign across LADbible’s channels.