Sauveteur Aquatique

360° recruitment campaign

A national campaign designed in 48 hours to recruit qualified lifeguards (BNSSA), built on a strong causal chain: fewer trained lifeguards means more drownings. This is not a recruitment campaign. It is a campaign that saves lives.

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The project

As part of the Ynov 48-hour Challenge, our team designed a 360° campaign to recruit qualified lifeguards (BNSSA) in response to 400 drownings a year in France. The diagnosis revealed a direct causal chain: fewer trained lifeguards means fewer lifeguard stations open, therefore less supervision and more drownings. That finding changed the very nature of the campaign: this is not simply a recruitment campaign, it is a campaign that saves lives by recruiting.

Affiche de campagne « Cet été je serai sauveteur » Campaign poster on an outdoor advertising panel

The concept

“This summer, be a lifeguard. Not a bystander.” rests on a projection mechanism: turning a simple mental image into action. Built around the participatory hashtag #TrouveTonPlanDEau, the campaign connects young candidates with the coastal areas where they are genuinely needed, inviting them to picture themselves as lifeguards in real towns. Positioning: accessible, useful and rewarding.

Project visuals

Three versions of the poster: ocean, lakes and swimming pools
LinkedIn and Instagram posts from the campaign
Newsletter recalling the 400 drownings a year and the causal chain Newsletter inviting BNSSA holders to train the next lifeguard

Highlights

Strategy and targeting

Definition of three audiences and their roles: 16-25 year-olds (spark the calling), parents as prescribers (remove the barriers), general public (create the sense of urgency). Three detailed personas and a two-phase geographic plan (Bordeaux/Poitiers as student pools, La Rochelle/Bayonne as high-risk areas).

360° campaign across 4 phases

Multi-platform social media schedule (TikTok, Instagram, LinkedIn) over 8 months: launch and adoption (April-May), mass engagement and virality (June-August), reassurance (September-October), conversion and sign-up (November). Total budget: €9,610 (outdoor advertising €3,830 + social media €5,780).

Production of deliverables

Five ready-to-use deliverables: outdoor advertising panels across 4 cities, TikTok and Instagram content, LinkedIn posts, Instagram carousels, newsletter. Target KPIs: 2 million+ impressions, engagement ≥ 6%, 50,000+ clicks, 5,000 BNSSA sign-ups.