Royal National Lifeboat Institution / The Irish Times - The Breathe Test

Leo Burnett Change, the causevertising arm of Leo Burnett London, launched a new PSA spot for the Royal National Lifeboat Institution inviting viewers to take “The Breath Test” as part of its “#RespecttheWater” campaign. This terrifying 15-rated advert released by the Royal National Lifeboat Institution shows what it's like to drown.

Dangerously unpredictable conditions in water and the impact of “cold shock” are themes of two hard-hitting film clips which the Royal National Lifeboat Institution (RNLI) is releasing on Thursday as part of a new drowning prevention campaign.

The first clip is a 'Breath Test', which asks the viewer to hold their breath for the same amount of time as the man 'drowning' in the clip.

You can take the breath test in the video below.

"The Breathe Test"

The second one shows a man struggling to stay above the water's surface as his family desperately stand on a bridge, screaming in terror.

A narrator gravely explains the uncontrollable power of the sea, as it washes over the man and ultimately takes his life.

"Dangerously Unpredictable Cold Water Shock"

It’s an interesting way to get people’s attention, drawing viewers in with the test before educating them on the increased dangers of cold waters. Royal National Lifeboat Institution hopes the message can help halve the number of people who die each year in British and Irish coastal waters by 2024, with the current estimate at around 200. The campaign also includes OOH, digital, social, radio and experiential components, as well as tailored safety programs, a safety roadshow and a campaign microsite.

The two 60-second films are rated for audiences of 15 years and over, and will be screened in Irish cinemas over the summer months.

Figures released by the lifeboat organisation show an average of 59 people die accidentally in Irish waters annually, with 55 people dying last year.

Another 33 drowning deaths were attributed to suicide, while 25 were undetermined and one related to an assault – giving a total of 114 deaths by drowning here in 2014, according to Irish Water Safety.

RNLI’s lifeboat crews rescued 1,133 people and saved 36 lives last year, and the organisation aims to halve the number of coastal deaths by 2024.

Title The breath test

Advertising agency Leo Burnett

Ad Campaign The Breath Test

Advertiser Royal National Lifeboat Institution

Brand Royal National Lifeboat Institution / The Irish Times

First release date 2015 / 7

Media Category Web Film

length 60 seconds

Post Production Electric Theatre Collective

Copywriter Ben Newman

Copywriter Blake Waters

Art Director Milo Williams

Agency Producer Jennifer Fewster

Media Planning Hannah Turnbull

Media Planning Kit Altin

media company OMD

Media Planning Claire Scott

Media Planning Jo Ingram

Media Planning Maia Weil-Obadia

Production company Blink London

Director Tomas Mankovsky

Editor Max Windows

Editor Stitch

Production Company Producer Sam Levene

Audio Post Production Sam Robson