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.
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. The MayDay campaign reunited crew members with the individuals they’d saved and their loved ones.
The results were staggering with the biggest spike in donations the RNLI has ever seen in a five-day period