What was the partnership?
The holiday caravan park company Haven partnered with the Royal National Lifeboat Institution to ensure the 2.9 million holidaymakers who visit its parks each year are aware of water safety practice and can enjoy the seaside in comfort
What did it do?
The partnership worked to raise awareness at Haven parks around the UK, including creating RNLI Water Safety, a bespoke, free activity that is delivered by Haven's park rangers, explaining how to have fun by the water while staying safe. The partnership has also worked to fundraise for the charity, with team members, guests and owners undertaking challenges including skydiving, abseiling and dancing to hit an annual target of £150,000.
Why did it win?
RNLI Water Smart is available throughout the season at all 36 Haven parks, and more than 10,000 children and their families have been taught the core RNLI messages of how to stay safe by the water. Water safety messages are shared at touch points throughout the Haven guest journey, including in email communications and on park posters, or through RNLI team member visits to the parks. To date, Haven team members, guests and owners have raised £300,000 for the RNLI, enough to pay for six D-Class inshore lifeboats, used by RNLI volunteers all around the coast to save lives.
What did the judges say?
Kate Franks, foundation director at the Innocent Foundation, said: “Strategically this is a very logical partnership. I Love all the guest touch points and the park rangers training for families. Plus smashing fundraising target and making unrestricted grants: very impressive for a new partnership.”
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