The biggest issue that the RNLI faced was one of relevance. Affordable travel abroad and a reliance on traditional media had isolated younger life stages.
Exploratory research amongst younger life stages highlighted a number of key motivations and allowed us to connect them to the core values of the RNLI. Co-creation helped us build a number of breakthrough fundraising ideas.
The winning idea ‘H2Only’, was launched to much acclaim from the charity sector. 52% of participants in the challenge were aged 18-40, the highest ever level of engagement with the younger life stages.