Every year, many men lose their lives after a battle with the sea off the UK's coast after enjoying a few pints in their favourite pub along the shoreline. They think they're strong swimmers and can get themselves out of trouble if something goes wrong, but they don't appreciate that they're fighting the opponent who never tires and cannot be beaten. So rather than raising funds for the RNLI in the standard charity way, our challenge was to show men that they aren't as tough as they think and they should "Respect the Water".

An umbrella campaign that spoke to men in a manner that they would recognize.Our campaign created a balance between positive and negative, ensuring cut through without demonizing the sea, and provided highly localized stories about accidents and tragedies that had occurred in that place. A one tonne weight of water and a quarter tonne water-filled punch-bag provided strength challenges for men to engage with alongside professional rugby star James Haskell, and 20,000 branded pint glasses were distributed in local pubs to emphasise the messaging.

Over 1000 people alone engaged with the punch-bag and tens of thousands with the tonne weight. Twitter and Facebook reach - 7.4 million, TV reach - 767,000, Radio reach - 13 million, PPC drove 190,905 searches online with 2,588 people clicking through to the campaign microsite, Digital delivered 16.4m impressions and 10,576 people clicked through to the campaign microsite , Digital display achieved a reach of 3,022,871, Overall reach 21 million

40% cut - through amongst target audience in region 23% of TA aware of "Respect the Water" in region 22% aware of any specific messaging (specifics ranging from 8-12%) Attitude/belief measures show a significant change of 8%