RNLI

The RNLI charity needed to reassert its relevance for a new generation of British youngsters. This Grand Prix-winning case study details how, lacking the budget for television or outdoor ads, opted to recruit a group of 12 video bloggers using direct mail techniques.

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,...

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