We’re delighted that the Respect the Water campaign, which launched on 25th July (World Drowning Prevention Day), involved over 50 organisations working as a collective with the joint aim to prevent drowning fatalities across the UK. Thank you to everyone who played a part in making this a truly special and high impactful launch.
As part of the campaign, TV adverts advising people to resist the instinct to jump into water and instead to call 999 in a water emergency were shown throughout the day on ITV.
This included during Good Morning Britain and Coronation Street, then on targeted catch-up TV via ITV player during shows like Love Island. “Make the right call” outdoor banners were featured in multiple high-risk locations across the UK, including Liverpool, London, Manchester, Glasgow and Bath.
In its first week, 394 UK media outlets covered the campaign including 33 TV stations and over 46 national, regional and commercial radio stations. The new Respect the Water website www.RespectTheWater.com also went live on World Drowning Prevention Day, enabling people to share the campaign assets, information and film. These are still available on the website http://www.RespectTheWater.com to be freely used.
Whilst being proud of the success that the Respect the Water campaign is currently having, we are strategically focused on our long-term goals and drowning prevention targets.
David Walker, Head of Road and Leisure Safety at RoSPA, says: “We are overwhelmed by the reach the RTW campaign has had. Our mission is to halve the number of accidental drownings by 2026. This is a strong start and we look forward to building on this success and getting this message out to the public. Our Forum members and partnerships are our strongest allies and this is just the beginning.”
You can receive campaign updates by signing up to the newsletter at https://nationalwatersafety.org.uk/news and follow NWSF on Twitter @NWSFweb to share the campaign message. You can also find related posts across social media by searching the hashtag #RespectTheWater