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Proximity London Says ‘Hold Tight, Hand Up’ for Summer Water Safety Campaign

Animated music video launched by Native & sister company Jungle

Proximity London Says ‘Hold Tight, Hand Up’ for Summer Water Safety Campaign

Last year, RNLI lifeguards aided over 7,900 children on UK beaches. This week sees the start of a second summer of Beach Smart, an RNLI communications programme that targets young families and educates children about beach safety. 

The multi-channel acquisition campaign, created by Proximity London, balances beach fun with educational information to keep kids safe when they are on and near the water. This year the RNLI are directing their advice at a slightly older audience of 8-11 year olds and their parents, focussing on the importance of holding on to a bodyboard when kids get into trouble out in the water.

Rip currents are a major watch out for the RNLI in holiday season and the ‘Hold Tight, Hand Up’ strapline encourages the distressed child to keep hold of the board and alert people on shore to their plight.

This safety message will feature in an animated music video, and also run across Digital and Outdoor channels. Families will be able to claim their free safety pack that includes a wave-catching guide to help kids develop their bodyboarding skills and lenticular stickers of the animated characters from the video. 

Creative agency, Proximity London is behind the campaign strategy, concept and execution. The music video was created in partnership with Native, and their sister company Jungle. Together they wrote and produced the music, recorded the characters and created the soundscape that brought the animated world to life. The supporting media strategy is being handled by media partner, OMD.

John Treacy, Executive Creative Director of Proximity London said “Doing work that entertains and educates both children and adults can be a challenge. But with the help of a big, catchy tune and a fun cast of animated characters, we are able to communicate a serious surf safety message in a way that appeals to both parents and 8-11 year olds alike.”

Dan Neale, Creative Director, Native adds: “To maximise the impact of the 'Hold Tight, Hand Up' message we created a track that caught the attention of the target audience, was playful and memorable. By combining our skills with the expertise of Jungle we were able to offer a complete solution for audio.”

Proximity is the charity’s designated acquisition marketing agency, specialising in delivering fundraising communications across on and offline channels.


Animators: Duncan Beedie, Sam Shaw & Dan Keeble (Sun & Moon Studios)

Illustrator: Duncan Beedie

Creative Agency

Account Director: Lucy Usher (Proximity London)

Account Manager: Alec Barr (Proximity London)

Art Director: Neil Williamson (Proximity London)

Copywriter: Alex Buchanan-Dunlop (Proximity London)

Designer: Rob Hunter, Faye Greenwood

Executive Creative Director: John Treacy (Proximity London)

Group Account Director: Emma Crean (Proximity London)

Managing Partner: Suzanne Partridge (Proximity London)

Planner: Jodie Armstrong-Downes (Proximity London)

Senior Producer: Kathy Howes (Proximity London)

Music and Sound

Music Supervision: Dan Neale, Fred Ashworth and Simon Brown (Native)

Sound Design: Lawrence Kendrick (Jungle)

Voice-over: Dan Neale, Fred Ashworth (Native)