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Agency of the year

Get onboard

Our latest RNLI campaign gets supporters closer to real life rescues than ever before. For the first time, supporters can enter a prize draw to have their name displayed on the hull of a lifeboat.

The engagement forms a key component of the RNLI 2015 Christmas appeal to raise £1.4 million for the next generation of lifeboat, the Shannon. The direct mail campaign launches this week, and will drive supporters to a website to both donate and enter the prize draw.

Proximity London originated the idea and created the direct mail campaign. Executive Creative Director, John Treacy, said, “We’re taking RNLI supporters even closer to the cause they’re passionate about. The winners will literally be there for every single rescue mission. It’s a very personal way of saying thank you to those who are dedicated to the RNLI, and help fund their life-saving work.”

Sara Thompson from the RNLI added ‘We loved the concept of offering our supporters the chance to be with our crews on every rescue right from the beginning. Proximity’s passion and enthusiasm has been evident all the way through the campaign and they have been instrumental in creating what is hopefully our most engaging Christmas Appeal yet.’