The creative engine behind Be Traceable for 5 years

At sea, things sometimes go wrong. Then every second counts, and it counts even more whether someone can be found quickly. The Royal Netherlands Sea Rescue Institution (KNRM) has been rescuing people from dangerous waters for more than two centuries, voluntarily and always on standby. For 5 years now we've been the brains behind Be Traceable, their campaign that teaches watersports enthusiasts to make themselves and their gear traceable before it comes to that.

The idea had to stay sharp year after year, and that became our job: from concept to rollout. In the early years we went for 'a sticker for every will', with 6 or 7 variants per campaign year together with just as many partners. That way we reached a new audience each time, and there was always a sticker to match someone's gear. In 2026 we flipped it around: one sticker, one message for everyone, recognisable and interactive thanks to the collaboration with Booomtag.

Today, Be Traceable is a campaign we handle from top to bottom: strategy, content, ads, influencer deployment and design all come from us. One idea, developed further year after year until it's recognisable everywhere on the water.