This is a campaign by the RNLI for the south-east of England. The RNLI pride themselves on saving lives, but drowning is the second highest cause of death behind road accidents.
80% of the approximately 480 people who drown in the UK every year are men aged from 35 to 60. Most are killed while walking along the coast, swimming, or by falling into open water. The effects of alcohol are at the heart of many of these accidents.
Over 1,000 people engaged with the below creative, before #RespectTheWater gathered momentum and coverage reached ITV, BBC and even lifeboat stations around the UK, Ireland and as far away as New Zealand.