The work, created by Proximity London, aims to raise awareness of the charity’s lifeguard services that are provided on more than 200 beaches in the UK, by supplying families with key safety information when they need it most.
Experiential activity at the shopping centres will include face painting, 'beach smart'-themed temporary tattoos, and an opportunity to play the charity's new educational computer game on site. Volunteers will also be on hand to dispense safety advice for parents and kids as they pass through and beach sounds including waves and seagulls will play during the activation, while 'beach scents' will also permeate the area to set the scene further.
The activity runs from 4 to 31 August at outdoor venues Liverpool One and Cabot Circus in Bristol, as well as the indoor venues at West Quay in Southampton, Chapel Field in Norwich and The Quadrant in Swansea, with the same dates for all venues.
The first wave of the campaign launched last week with targeted display advertising, an online game and a bespoke microsite. In the game, children are given a number of small challenges to complete across three different levels. Players are asked to help the characters swim between the flags with some simple mouse controls, put safety flags in the right place on the beach or click on lone children to get them buddied up with a friend before they enter the water
Russell Tarr, interim head of marketing at the RNLI charity said: "This innovative campaign is a great way for the RNLI to encourage children and their families to think about beach safety. Although we have lifeboats all around the coast on call 24/7 and lifeguards on 200 of the busiest beaches, it’s always better for families if they don’t need to call on our volunteer crews and lifeguards. Through this campaign we are encouraging people to have fun this summer while staying safe."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.