The National Sea Rescue Institute (NSRI) is a not-for-profit organisation staffed by volunteers who help save lives out at sea. The brief was to create adverts to salute these remarkable men and women. The campaign depicts how NSRI’s brave, unpaid volunteers will drop whatever they’re doing, at any time of day, to go off and save people’s lives. Showing them not justin treacherous seas, but sacrificing their personal time to do so, gives the volunteers a truly heroic aura.
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