RNLI
The ‘Kit the Crew’ campaign was aimed at driving donations for the Royal National Lifeboat Institution (RNLI). The thinking behind ‘Kit the Crew’ was to directly buy equipment for these coastguards so they can do their job. • Creative Circle Awards • DMA Awards
As the iconic yellow boots were the most identifiable kit item, true stories from coastguards were drawn onto the boots that belonged to them. A range of type artists were used.
This was part of an outdoor, press and direct campaign. The boots were then auctioned off at a charity fundraiser.
Results: The ‘Kit The Crew’ campaign aimed at increasing donation memberships in the July-October period by 12%.
As a result of the campaign memberships were up 23% (an increase of around £280,000 over the previous year).