RNLI – MAYDAY 2015
STORY-TELLING CAMPAIGN CREATES HUGE SPIKE IN DONATIONS
RNLI needed new ways to broaden its base of donors and volunteers. We responded with a hard-hitting campaign that went beyond the stereotype of fishermen lost at sea to everyday people enjoying Britain’s coastline.
Anyone can get into trouble on the water, someone’s mum or dad, someone’s little boy, someone’s wife. Loved ones became the central theme of the creative, singling out real-life individual stories of lives that would have been lost if it hadn’t been for the volunteer lifeboat crew.
To tell the story, the MayDay campaign reunited crew members with the individuals they’d saved and their loved ones – creating moments of genuine emotion.
Other executions featured real volunteers and fundraisers – equally important to the overall campaign.
The campaign ran around the May Day weekend because it is the first weekend of the year that sees people head to the beaches and onto the water. Activity spanned regional print media, outdoor, and digital and social channels. Volunteers at lifeboat stations across the UK were also given a marketing kit featuring posters and leaflets.
The results were staggering with the biggest spike in donations the RNLI has ever seen in a five-day period.
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