RNLI: Mystery Package

The Royal National Lifeboat Institution wanted to become relevant to young people so their awareness might grow into a lifetime engagement.

RNLI: Mystery Package

Proximity London

ENTRY INFORMATION

Category: Not-For-ProfitCountry where program ran: UKDate program started/ended: July 2008

Product Description: The Royal National Lifeboat Institution is the charity that provides a 24-hour sea rescue service around the UK and Republic of Ireland run by volunteer crews. The RNLI receives no UK Government funding and therefore relies on voluntary donations from the public.

Advertiser/Client Name: RNLIMedia Channels: Direct MailWebsite: http://www.youtube.com/mysterypackageawards

STRATEGY

Marketplace Challenge:

The RNLI have the lowest awareness and propensity to give amongst young people for any of the major...

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