RNLI #SAVEWAVE
Donation Box For The Social Age
Visit the British coastline and you'll see lifeboat shaped RNLI donation boxes everywhere.Visit the British coastline and you'll see lifeboat shaped RNLI donation boxes everywhere. But despite cult awareness the data pointed to a long term problem — their donation base was 65+ and soon to be dying out.
So with a small window to play a longer game, our strategy was to spin the concept of donation on its head and engage a younger and more urban audience — asking not for financial donations but for their social media accounts instead.
By visiting the website or scanning the QR code on donation boxes, people donated their social media accounts to the #SAVEWAVE. Twice weekly the RNLI would automatically post on everyone's behalf at the exact time for maximum trending potential — the latest RNLI rescue video captured on GoPro cams worn by the volunteers.
In the end over 6,000 people donated their feeds, reaching 1.8 million people on the final #SAVEWAVE post.
