NSRI - NPO IMC

The NSRI’s primary issue is the misconception that they are government funded, and that their primary position is a sea rescue organisation rather than a drowning prevention organisation. Additionally, they struggle to reach their target audience of 18-35 year olds and high-risk communities. This causes their services to be unseen and underfunded.

Before The Rescue will shift the perspective that the NSRI is not only a sea rescue organisation but also a drowning prevention organisation by promoting their efforts to provide free water safety lessons at municipal pools and schools across the country, educating audiences on how to identify dangerous sea conditions, safety messages, the cost of a rescue and NSRI prevention results. The campaign is executed across Facebook, Instagram, TikTok and Whatsapp. Content consist of video content, graphic posts and infographics to engage the chosen target audience.

Moreover, Before The Rescue concentrates on education, social proof, and awareness. Each execution will use a storytelling technique as authentic, compelling stories about individuals and communities can inspire action and build trust which directly aligns with the NSRI’s core pillars of trust, community, life, leadership, dignity and inclusivity.

Overall, the execution of the campaign will effectively communicate their prevention and education position while driving donations through evidence-based communication.