Posts Tagged ‘Charities’

RNLI stands up for young people

May 13, 2010

A direct marketing agency Proximity have done a nice campaign for the RNLI, spending very little money to make the the charity relevant to a new generation.

Based on the brand truth that there are lots of fantastic young people who are RNLI volunteers or employees they decided to challenge (anonymously, via personalised packages they posted or delivered) 12 prominent young vloggers to talk about their views on how young people are seen by society and portrayed by the media.

Their posts engaged their viewers, who in turn contributed, and then the vloggers were invited to the RNLI to find out more, and so on. Again a good disruption to the typical way things are done and a nice film that tells the story.