RNLI 'Float to live'
The shock of falling into cold water is frightening and our natural reaction is to swim our way out of trouble. But this extra exertion can be fatal and you should actually float, not swim - until your body can adjust to the cold water. So how do you convince people to go against their instincts?
The solution was a single-minded TV, print and online campaign with this one clear message - 'Don't swim, float'.
The result? 21 lives saved as a direct result of them seeing these ads. And counting.