Campaign details

Brand: Royal National Lifeboat Institute
Client: Royal National Lifeboat Institute
Agency: Krow Communications


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 as possible? You'd follow your instinct wouldn't you? But in doing so, you may have just killed yourself.

Planning interrogated academia to discover how to neutralise the killer instinct that we all share and to equip people with the right actions to take, creating a moment of clarity and calm in the midst of sheer chaos and panic.