The Royal National Lifeboat Institution (RNLI) is the largest charity that saves lives at sea, around the coasts of the UK and Ireland. Founded in 1824, their lifeboat and lifeguard teams have saved in excess of 140,000 lives. The RNLI have 237 lifeboat stations, with 444 lifeboats and have RNLI Lifeguards operating on more than 200 beaches.

The Challenge
The RNLI approached Brandwave to develop a Kayak Safety video. It was made clear to Brandwave that the RNLI did not wish to approach this film from a traditional or conventional health and safety angle. It was decided it was essential that the film needed credibility and was memorable; qualifying as online content that would be popularly shared. The objective was to communicate a safety message looking to change behaviours in the target audience, in an engaging and authentic way.


