KNRM’s 200th anniversary celebrates and introduces the Dutch people to the charity organisation, boost awareness, donors, and volunteers through various on- and offline events.
Water is deeply connected to Dutch identity, and the KNRM has been vital in this for 200 years, saving lives at sea and on inland waters free of charge and without any government support. KNRM volunteers bravely operate 24/7, assisting water sports enthusiasts, commercial shipping, and offshore activities under the toughest conditions. Every year the 45 KNRM rescue stations go into action 2,500 times, bringing 4,000 people safely ashore. All 1,400 crew members are professionally trained volunteers. They are the organization’s backbone, and donors are equally of lifesaving importance. The rescuers at sea, active nationwide, also act as KNRM ambassadors. The objective was clear: to celebrate the KNRM’s anniversary and activate these ambassadors, we aimed to foster pride, raise awareness, and connect with both current and potential new supporters. Resulting in an enhanced brand recognition and a growing donor network.
To reach as many people as possible, KNRM’s 200th anniversary was marked with over 150 on- and offline events throughout the year. We used various communication channels to engage the public and highlight KNRM’s mission and impact. The public was involved in many ways, including:
• Popsong + videoclip
• Open door days with demonstrations
• Online awareness campaign
• Podcast and YouTube series
• National exhibition in 13 museums
• Jubilee book
• Commemoration
• Anniversary coin and stamp
PR efforts included media appearances, interviews, and online campaigns. The year kicked off with the release of the KNRM anthem, performed by renowned Dutch artists, accompanied by a music video and press tour. Over 300 articles and features in national media covered the event, and the anthem reached 1 million streams.
The year concluded with public theatre shows honoring volunteers and providing a memorable evening for KNRM supporters, including an evening attended by invited press.
