The RNLI: Communication Saves Lives

The RNLI (Royal National Lifeboat Institution), a charity in the UK, persuaded the public to consent to being contacted by producing a powerful call to arms, 'Communication saves lives'.

Campaign details

Agency: Proximity London

With charities being lambasted for their unethical use of data, the RNLI made a pledge never to contact supporters again unless given renewed permission.

The reason for opting-in had to be an immediate and powerful one.

Strategy

Consent is based on trust, and there was no trust left in the charity sector. Proximity London's research aimed to unpick the real drivers behind consent and provide the public with a powerful incentive; if we can't reach you, we can't reach others.

Research revealed that only 6% of people would renew permissions, and the RNLI needed...

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