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Respect The Water. 

 

On average, someone drowns almost every day of the year in the UK. Many of these incidents happen because people simply fail to see the hidden dangers, or overestimate their ability to cope if they find themselves in the water.  This campaign helped focus people's minds, especially young men, on the dangers of the sea without demonising it.

 

Beautiful photography combined with crafted typography to show the two different sides of the sea and the sometimes tragic consequences of ill-judged actions. Over the course of a few summer months, we reached an estimated audience of 21 million people.

 

More importantly, we started a new way of thinking and saved lives around our coastline.

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