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Bronze Winner

The NEW Category
Entrant: Proximity London, London
Media Type: Blogs/Direct/'Gathering' of bloggers at Brand Headquarters
URL Address:
Corporate Name of Client: Royal National Lifeboat Institution
Account Managers: Georgia Bradley-Grant/Joseph Pirrie/Elly Woolston
Agency: Proximity London, London
Executive Creative Director: Caitlin Ryan
Creative Director: Debi Bester
Copywriters: Debi Bester/Chris Monk/Nick Moffat
Art Director: Sonia Singleton
Production Company: Pulse Films, London
Executive Producer: Thomas Benski
Producer: Neil Andrews
Director: Dan Morgan

Basic description of the project:
The media portrays British youth as thugs - it’s misleading and they resent it. Find out how we used this insight to build the RNLI from ‘the charity least known among young people’ to ‘one of the most talked about charities online’ in summer 08. By recognising bloggers as new media moguls. By empowering them to challenge old media. By sending a mere handful of unbranded ‘mystery packages’ provoking 1,000,000 views comments and videos, and reaching over 10% of 15-20 year olds in Britan. By creating a campaign that became a movement and rebranded not only the RNLI but a generation.

LIA Awards 2009©

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