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RNLI launches ‘Fish Supper’ fundraising event

Monday October 5, 2015 at 9:44am
The Royal National Lifeboat Institution – the RNLI – is asking supporters to host their own Fish Supper event this weekend to help raise money for the charity. The campaign seeks to inspire empathy with the families and children of the lifeboat volunteers who often have to drop everything – including supper – to answer the call to crew the boats. To recognise the crew’s dedication, and the many meals they’ve missed over the years, the charity is offering a Fish Supper fundraising kit which has all the inspiration required to host a themed event with their friends and family to anyone who wants to participate. The RNLI is encouraging people to host their own Fish Suppers in their homes over the weekend of 9-11 October, to invite friends and family and to raise funds for the work of the organisation, which receives no government money. While the ingredients won’t be provided, the pack includes a number of simple recipe suggestions, party games, napkin boat origami instructions and even individual place cards with rescue stories printed on them. A multi-channel campaign will encourage people to get involved, with planning from OMD Media. Regional press ads focus on coastal titles and there is a radio partnership with Smooth FM. Digital channels include eDM, social, a microsite (http://fishsupper.rnli.org) and a specially made video which helps bring the campaign to life through the eyes of one family. Helen Walker, Marketing Manager at the RNLI, observes: ‘We’ve launched Fish Supper this year to develop our range of fun participatory events. We think Fish Supper is an ideal way to connect with those who hold close the values of family, togetherness and friendship; all values that are at the heart of the RNLI." Creative agency, Proximity London is behind the campaign strategy, concept and execution (including microsite and production of the fundraising pack). The RNLI produced the video in-house. John Treacy, Executive Creative Director at Proximity London, says: “This is a great example of using Creative Intelligence to take an idea all the way from raw data to creative execution. Our intention is to make it easy and fun for supporters to enjoy a meal with family and friends, whilst still fundraising for a very worthy cause. It’s a celebration of the great work the RNLI do, and the dedicated crew members who put their own lives on hold to save others every day.”
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