Design Out Drowning
A community research project for the RNLI.
Design Out Drowning was a community-led research project in the South West, supported by the RNLI, that used a design-led approach to develop and test ideas for products, services and interventions grounded in local experience.
Coastal drowning is complex and deeply contextual.
People get into difficulty for many different reasons — from changing tides and cold water shock to overconfidence, alcohol, poor mental health and social pressure. Many risks are influenced by behaviour, environment and local culture, and cannot be solved through signage or awareness campaigns alone. The RNLI wanted to explore how community insight and creative thinking could help 'design out' drowning before rescue is needed.
Community research across Cornwall and Devon.
We led this community research programme across Cornwall and Devon, working closely with RNLI teams and local partners. Using a design-led methodology, we combined data analysis, ethnographic observation, one-to-one interviews, filmed stories, community events and stakeholder workshops. We spent time with fishermen, surfers, dog walkers, sailors, lifeguards, tourists, swimmers and business owners — building a rich picture of how people interact with the coast.
Shifting focus from individual blame to systemic opportunity.
From hundreds of conversations and observations, we identified recurring risk factors including: low awareness of tides and rip currents, overestimation of swimming ability, alcohol use and peer pressure, coastal walking with unsuitable clothing, poor mental wellbeing, and not wearing personal flotation devices. Building on the research, we ran discovery workshops and translated insights into a portfolio of design innovation briefs launched by the RNLI in early 2019.
New partnerships and foundations for future innovation.
The project captured powerful lived experiences from coastal communities, built a shared understanding of drowning risk across disciplines, identified local skills and creative capacity, created new partnerships between the RNLI, designers and communities, and laid the foundations for future innovation and prevention activity.
"In working with Made Open, we developed momentum with a fantastic network of talent. They were particularly brilliant at broadening our horizons in terms of potential partners, stakeholders and collaborators."
Will Roberts
Innovation Manager
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