RNLI: Float to live

Charity Royal National Lifeboat Institution (RNLI) launched a campaign in the UK giving instructions on how to best react when falling unexpectedly in cold water.

Campaign details

Brand: Royal National Lifeboat InstituteClient: Royal National Lifeboat InstituteAgency: Krow Communications

Summary

If your hand is unexpectedly submerged in freezing cold water, your instant reaction is to take it out as quickly as possible, right? It's a natural reaction. It's instinctive to want to end the pain and discomfort as quickly as possible.

What if it wasn't your hand but your whole body that was unexpectedly submerged, and you felt at risk from drowning, and every fibre of your body was screaming at you to follow your instinct to get out as quickly...

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