With around 400 people drowning in the UK every year and thousands more suffering serious injury, the stakes for a successful campaign couldn’t be higher. For the ‘Top Trunks’ campaign, we drew on our experience of working with RLSS, including their communications/PR strategy, media relations and corporate publications.
Top Trunks aimed to inform the public on how to be safe in, on and near water, and drive up the numbers of people trained in basic life support and lifesaving.
To create a high-profile campaign base, we developed a clean and simple microsite with a range of downloadable resources for schools, pools and the public, plus a news section and media pack. This was supported by social media activity including a Twibbon and direct targeting of schools and businesses in key geographic areas.
During the campaign period, the site attracted more than 5,200 visitors, including 726 responding to the ‘get involved’ call to action and 640 downloads of the school packs.
We also promoted and supported almost 50 events at schools and businesses across the UK, from Brighton to Belfast and Glasgow to Swansea. More than 16,000 people attended the events – double the number in the previous year.
We secured (free of charge) Olympic diver Nick Robinson-Baker to head the campaign, through a photo shoot, video profile and TV/radio coverage. The campaign hashtag included tweets from celebrity Ben Fogle, which reached more than 98,000 accounts.
Finally, we encouraged supporters to wear swimwear to work on 22 June, and make or collect donations towards the campaign. This attracted several large corporate sponsors and significant media interest.