KNRM 200 Jaar (Royal Dutch Rescue Society 200 years)

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’s 200 years of lifesaving legacy was celebrated with a year-long series of events, honoring the volunteers and donors who make its crucial work possible. The celebration reached the entire nation through media and marketing campaigns, highlighting KNRM’s rich history. The public was involved in many ways, including:
• Popsong + videoclip
• Open door days with demonstrations
• Online campaigns, podcasts, and YouTube series
• Exhibitions in 13 museums
• Jubilee book, commemorative coin, and postage stamp
Festivities culminated in five theatre concerts with renowned Dutch artists, celebrating KNRM’s legacy for 7000 visitors, including volunteers and donors. The Royal Family played a special role, with the King presenting a lifeboat as a gift on behalf of the cabinet. Tribute was also paid to the 74 rescuers who lost their lives at sea.
The jubilee involved 45 stations, 14,000 volunteers, and 130,000 donors, bringing the nation together to recognize KNRM’s 200 years of lifesaving work