Raising awareness of the RNLI’s lifesaving charity work through the Ford UK dealership network
It was recently announced that Ford will be the official vehicle supplier to the RNLI for the next 3 years. This clearly establishes Ford as a visible presence at UK beaches and lifeboat stations where the RNLI carries out its lifesaving work. But the collaboration also presents a significant opportunity to raise awareness of the RNLI through the Ford dealer network.
An opportunity to reach an entirely new audience
The RNLI tasked BBD with helping to develop a pilot scheme which would help raise awareness (and funds) for its lifesaving work in an authentic way by leveraging shared Ford and RNLI values of safety, dependability and environmental awareness.
It was decided that for this initial launch we would produce a digital-only information pack for distribution to the dealerships which would communicate the partnership, encourage dealerships to get involved, and offer inspiring ideas for possible fundraising activities in their showrooms.
Our key objective was to design an easy-to-navigate, concise pack that remains faithful to the values and visual identity of the RNLI whilst incorporating the collaboration with Ford with a compelling creative idea at the heart.
Aligning two iconic brands
The chosen idea assertively juxtaposes Ford vehicles with the moments of RNLI lifesaving activity, to the extent that there is little more than a hairline’s breadth between the two.