The Brief: The purpose of the Water Rescue Service is to ensure safety for swimmers and save people from drowning. Most of this important work is done by volunteers. The Water Rescue Service is therefore always dependent on public support. They wanted to stress the point that anyone can save lives simply by joining or making a donation. In order to dramatise this, we opted for an interactive media solution to encourage active and financial participation among passers-by at informational events.

We surprised passers-by with a simple but striking idea: we served free cups of tea at information stands. Attached to the tea bag was a little human figure, which the drinker could save with a flick of the wrist. The claim on the tab explained the promotion: "Saving lives can be that easy". Thus, the visitor would instantly become a defacto member of the service, as he had just saved the little figure.

3.1% have decided to become members. The extrapolated figure of addressees making a donation is 5%.