RNLI "hold tight, hand up" by Proximity London

Proximity's 2014 "beach smart" campaign was lauded for drawing attention to the RNLI's wristband system for looking after children on beaches, and won three bronze awards at the DMAs.

This year, the RNLI is targeting an older demographic – eight- to 11-year-olds – and teaching them what to do if they get into trouble in the sea. In addition to producing a family safety pack, Proximity worked with Native and Jungle to create a catchy music video that is likely to drive you to despair if you’re older than 12. The work was created by Neil Williamson and Alex Buchanan-Dunlop.

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