Case Study: Royal Life Saving Society UK boosts diverse lifeguard recruitment with GRIN's #BeALifesaver toolkit

Royal Life Saving Society - Customer Case Study

The Royal Life Saving Society UK (RLSS UK), the leading drowning-prevention charity and main provider of water-safety education through IQL UK, faced the dual challenge of reducing more than 700 drowning incidents a year and helping members recruit lifeguards across regions where uptake is low. To broaden the candidate pool and boost course uptake, GRIN partnered with RLSS UK to create the IQL marketing toolkit and the #BeALifesaver campaign to raise awareness and reposition lifeguarding as a diverse, community-minded lifesaving role.

GRIN delivered a ready-to-use toolkit for training centres featuring emotive headlines, an illustrated, diverse character suite, and a pool‑appropriate colour palette aligned with the RLSS brand to increase recognition and appeal. The materials were designed to help training providers highlight benefits, target untapped workforces (retirees, students, people with dependants) and improve recruitment in hard-to-fill areas — supporting RLSS UK and IQL UK in broadening applicant diversity and encouraging greater uptake of lifeguard qualifications.

Royal Life Saving Society

Jo Talbot

Director