Since launching its first lifeboat in 1824, the Royal National Lifeboat Institution (RNLI) has saved over 144,000 lives at sea. Now, Bournemouth University (BU) is joining forces with the RNLI to honour this incredible legacy and inspire future generations to continue this vital work.
This summer, from 1-31 August, Bournemouth University will deepen its partnership with the RNLI, headquartered in nearby Poole, through an exciting and thought-provoking exhibition. This event will highlight the evolution of RNLI's lifesaving advertising campaigns across the last 200 years and explore the future of water safety messaging.
The Water Incident Database (WAID), led by the National Water Safety Forum, reveals a stark increase in water-related fatalities from the mid-teens to mid-twenties, with the most fatalities occurring in June, July and August. Bournemouth, with its over nine miles of pristine beaches and a reputation as one of Europe's best beach destinations, attracts millions of visitors each year. Many BU students also enjoy the waters during their studies, making water safety an essential focus for the community.
The exhibition will be hosted in BU’s Fusion Building on the Talbot Campus and will celebrate the RNLI's remarkable efforts as the UK's largest charity dedicated to water safety & drowning prevention. It's an educational and inspirational event for BU students, staff, their families, and the local community. Open to the public and school groups throughout August, the exhibition promises a rich, engaging experience.
With the support of the RNLI Heritage & Water Safety teams, BU advertising academics have curated a fascinating collection of advertisements spanning decades. From pre-war donation appeals to crew recruitment campaigns, these ads chronicle the community's unwavering support through tea dances, concerts, and balls that kept the RNLI afloat. Highlights include the celebrated 1969 national campaign with Birds Eye fish fingers, which funded the Oakley Class lifeboat 'Birds Eye,' saving 40 lives over 20 years. Other notable brand partnerships featured range from Carlsberg beer mats to Disney's 'Rescuers' movie and Golden Wonder crisps.
Dr Jill Nash, a Senior Lecturer in Advertising and Marketing Communications at Bournemouth University, is one of the curators of the exhibition. She said, “This exhibition is an important display of the power of advertising to resonate with its audience and, ultimately, save lives. This is a fascinating window into the innovation of past advertising campaigns and is helping to push the boundaries for what future campaigns might look like too. We’re delighted to be partnering with the RNLI to showcase these messages.”
The exhibition also showcases the evolution of RNLI's advertising focus towards educating the public on water safety. Modern campaigns such a Float to Live emphasise vital messages such as avoiding rip currents and staying afloat in emergencies, vividly brought to life through audio-visual displays.
In a forward-looking section, the exhibition will display innovative advertising concepts from BA (Hons) Advertising and BA (Hons) Animation undergraduates. These potential future RNLI campaigns are designed to resonate with young audiences, promoting safer swimming practices and better water safety decisions and include an interactive animation game as well as advertising creative posters.
The exhibition is open to all as these lifesaving adverts are displayed. Please share your thoughts and help spread the RNLI's latest vital message: "Float to Live."
