We teamed up with National Sea Rescue Institute (NSRI) to encourage paddlers to improve their safety measures when paddling.
Ogilvy Cape Town was asked by the NSRI to create a campaign to encourage the paddling community to #BeBrighter and #WearBrightColours which would help Sea Rescue to take the search out of Search and Rescue.
This was executed through a “Be Brighter” radio campaign illustrating that out in the ocean, a bright colour speaks louder than the loudest cry for help. A powerful example that shows, being visible could save your life. You can listen to the advert by clicking on the SoundCloud link below:
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A special thanks to Primedia who gave almost R 80 000.00 worth of free airtime on KFM and Cape Talk to promote the message.