RNLI Mayday 2015 Campaign

Mayday is the RNLI's largest fundraising campaign for the UK and Republic of Ireland. I acted as lead designer to create a series of ads, a website and extensive collateral for national press and volunteers across the charity. 

The campaign creative focused on the RNLI’s greatest asset: a bank of real rescue stories. We explored the relationships of the people saved by the RNLI and reunited them with the team that saved their lives. The campaign was a huge success and saw the biggest spike in donations the RNLI has ever seen in a five-day period.

Photographs by Nigel Millard 
Under the creative direction of Bright Blue Day.
Additional credits: Paul Leake, Martin Felton, Liam Forrest, Louise Hart

 
The yellow welly (worn by RNLI crew members) became the visual glue and icon throughout the campaign.

The yellow welly (worn by RNLI crew members) became the visual glue and icon throughout the campaign.

I decided to follow through with the campaign's underlying message — to challenge yourself and fundraise money for the RNLI. After much vigorous training I gathered a team together to cycle from Poole to Land's End. We raised £1000 for the charity and achieved the 8th fastest time across England's iconic last stretch.