FOX
RESCUE: HI-SURF
Rescue: HI-Surf follows the personal and professional lives of the heavy-water lifeguards who patrol and protect the North Shore of O’ahu—the most famous and dangerous stretch of coastline in the world. Each episode will feature these dedicated, heroic and adrenaline-seeking first-responders saving lives in the difficult and often life-threatening conditions of Hawaii’s Seven Mile Miracle.
CHALLENGE
How do we create excitement and awareness for FOX’s new drama Rescue: HI-Surf, which tells the heroic stories of actual lifeguards?
IDEA
Together with the United States Lifesaving Association, we launched the “LIFEGUARDS FIRST” campaign. Despite being the first line of defense in life-threatening ocean rescues, most open-water lifeguards in the U.S. are not considered First Responders. “LIFEGUARDS FIRST” is a letter-writing campaign that asks U.S. lawmakers to grant open-water lifeguards the benefits and recognition of Emergency Response Providers. We popped up from coast to coast to generate buzz with the public about the show & the cause.
Results
The campaign inspired Americans to write thousands of messages to Congress urging them to support House Resolution 41 and officially recognize open-water lifeguards as First Responders. Our PR campaign secured over 30 press placements, over 42M earned media impressions, and over 10 interviews with FOX and USLA reps. We even secured a Congressional Co-Signer in Rep. Thomas Suozzi.
FOX’s Rescue HI-Surf drew a 1.1 demo rating, making it the highest-rated fall drama debut in six years. The lifeguard drama drew 4.7 million in total viewers with 77% planning to tune in for Episode 2.
