RNLI

Proximity London

THE TEAM

Debi Bester

Sonia Singleton

Caitlin Ryan

Nick Moffat

Chris Monk

Georgia Bradley-Grant

Joseph Pirrie

Elly Woolston

Julie Randall

OTHER CONTRIBUTORS

Pulse Films – Production company

Dan Morgan – Director

WHAT IS WONDERFUL ABOUT THIS WORK?

We turned the RNLI from 'least known charity among youth' into 'one of the most talked about online.' With just 12 DM packs, we generated nearly a million views, 8,000 texts and 150 videos across seven countries.

OBJECTIVES

To give youth cause to notice the RNLI, be curious about the values it stands for, identify with its purpose, and begin to believe in the work it does. To make the RNLI relevant to a new generation.

STRATEGY AND TARGETING

Co-creation workshops with young people told us they don't want a passive relationship with charities; they want to share, participate and co-create them. They revealed how misunderstood and voiceless they feel. They believe they're maligned as a “generation of hot-blooded, vicious, knife wielding, ASBO-collecting hooded thugs”. They identified the celebrities they admire as YouTube vloggers who speak their minds. We needed to make our cause their platform.