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
KNRM operates as a non-profit organization, fully independent of government support. All rescue services are free of charge, focusing on sea and inland rescues, medical radio services, beach safety, and preventive measures. For 200 years, KNRM has saved lives in all weather conditions, driven by its mission, not profit. Volunteers and donations are critical to sustaining this work. The anniversary year was an opportunity to celebrate KNRM’s legacy and attract new supporters. Throughout the year, several events were organized, including:
•KNRM popsong and videoclip
•Open days with demonstrations
•Online awareness campaigns
•Podcast and YouTube series
•National exhibitions in 13 museums
•Jubilee book, commemorative coin, and stamp
The year concluded with theatre shows honoring volunteers and donors, with a special performance attended by the Royal Family. KNRM’s success depends on the dedication of volunteers and the generosity of donors, who form the backbone of this life-saving mission
