The Client

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.

The Result

We devised a concept of producing a film that would draw the viewer in, making them feel that they were witnessing a real-life accident. It was concluded that nothing captures your attention more acutely than shock value – a health and safety video camouflaged in drama. Working in and around the dramatic coastline that surrounds Old Harry’s Rock, we created believable content that allowed for natural experiences and onscreen relationships to form. The entire movie was shot on GoPros, an incredibly unpredictable, sometimes stressful and often rewarding medium of film-making. From hiding behind beach huts, to riding in an exciting Rigid Inflatable Boat (RIB) this was an adrenalinefuelled and unforgettable shoot.

Kayak Safety Movie

Behind the Scenes

„The challenge we presented Brandwave with was to create some video content that would be so compelling people would want to automatically share it. It had to be credible, engaging and have a clear message that would move people to action.

The Brandwave team took the project from initial creative concepts, right through storyboarding, filming and editing. The results were fantastic and the hard work paid off.

The team maintained a clear artistic direction, ensuring the end product really delivered in line with the objectives set. I am incredibly grateful for their hard work and look forward to working together again soon.“

Chris Adams

COMMUNITY SAFETY PRODUCT MANAGER