TitleThe City Is Your Stadium
Campaign The City Is Your Stadium
Advertiser Stadium
Brand Stadium

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Sjöräddningssällskapet / It Is Entirely Voluntary

The Swedish Sea Rescue Society proudly presents: “It Is Entirely Voluntary”

Imagine a rainy and windy evening and you hurry back home after work. But not to relax and slip into some cosy clothes. Instead you put a rescue suit on and go off to practice sea rescuing during extreme conditions. This is actually something the volunteers of The Swedish Sea Rescue Society do, all through the year.

Sjöräddningssällskapet has 2100 volunteers based in 69 rescue stations around the Swedish coastline. They all have ordinary jobs, but when there is a rescue alarm they only have 15 minutes to get in the boat and set course towards the person in distress. Their most important task is to save lives at sea and together they use thousands of hours of their spare time to practice sea rescuing.

This advertising campaign celebrates the volunteers and their everyday heroism. It is produced during a training session close to Käringön in Bohuslän (Sweden) - and in co-operation with the English photographer Nigel Millard, who himself is a volunteer at the English sea rescue organisation RNLI.

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