The topic of ‘Sea Safety’ has been in the news headlines for much of this summer, with deaths occurring all around the UK’s coastline due to lack of basic awareness and respect for the force of the seas that surround us. Figures show that the number of lives lost annually remains fairly constant – around 160 people drown in British waters every year, with the RNLI estimating that another 400 lives are saved in ‘near-fatal’ incidents. Around 80% of incidents involve men, the majority of those occurring within the 18-35 age range. There have been numerous attempts by various organisations to raise awareness of the dangers of open water, yet without any noticeable impact on reducing the number of fatalities experienced each year.
With over 5,000 miles of coastline, and the fact that here in the UK we are never more than a 70 mile journey from the sea, it is hugely important that we find new and innovative methods of raising awareness and preventing so many unneccessary deaths every year.
We want you to discover, develop and deliver ideas which will communicate strongly and will result in change. You should research around the subject matter and rigorously investigate all the avenues you discover. This research should influence the strategic direction which you establish for the project, and the overall look and feel of the design outcomes. Your final solutions may be provocative, compelling, or gently persuasive.
Your research can lead you to a wide variety of creative outcomes, it is your own responsibility to experiment, assess, present and evaluate as the weeks progress. You should end up with a strong and clear platform from which you can build a final presentation of content to engage and inspire.
Consider why it is that life-saving information is not resonating with the demographic most at risk of drowning – young men. What innovative and targeted approaches could you find to engage them?
You must consider elements such as brand values, tone of voice, information systems and a clear reason for your audience to engage with your brand story. You may create a timely and well-targeted awareness campaign that utilises multiple media channels in order to communicate its message.
General public, tourists, males aged 18-35
- Create a new sub-brand on behalf of the RNLI- Develop the naming strategy for the new brand- Use traditional or virtual technology to communicate information in the most appropriate way- Encourage awareness and change existing behaviour- We want to inform, educate and save lives