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 introduce as many people as possible to the work of KNRM and its volunteers, we captured the emotion surrounding KNRM and shared it through various on- and offline events nationwide. By using all communication channels, we engaged audiences and highlighted KNRM’s mission and impact. The public was involved through:
• 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
The year concluded with theatre shows honoring volunteers and offering a memorable evening for all KNRM supporters. Covering over 1000 km, the press tour, theatre shows, and documentaries shared personal stories from rescuers, those rescued, and donors. From the southwest coast to the Wadden Islands, these stories brought together all rescue stations and everyone who holds KNRM close to their hearts.
