Royal National Lifeboat Institution (RNLI) is appointing Wavemaker to handle all of the charity's media planning and buying in the UK and Ireland following a formal review. The incumbent agency was OMD.
While the group's creative primarily relies on showcasing real crew members to raise money, its media strategies have been innovative and wide-ranging. Past programs have included promotion via food wraps at fish and chips establishments and the Lifeboat Launch SMS alert that is designed to raise funds by alerting supporters every time their local lifeboat goes out.
Founded in 1824, RNLI provides on-call 24-hour lifeboat service around the UK and Ireland. The RNLI has a budget of over £147 million ($189 million), all of it made up gifts and donations.