The publisher’s cross-platform campaign harnesses opportunities to donate through direct calls to action
Using the Evening Standard’s BrandStories proposition to speak directly to readers about how they can help, the news brand is encouraging readers to raise money for a new lifeboat station on the River Thames.
The campaign showcases the amazing volunteers at the UK’s busiest station, the Tower lifeboat station on the river, where 5% of all RNLI launches take place.
The first piece for the campaign was published on Thursday 9 September online, with a brand sponsored advertorial in that day’s print edition calling for readers to donate or volunteer.
The campaign also uses digital platforms to share stories and encourage readers to support the RNLI’s mission.
In addition to content, the partnership takes advantage of the news brand’s out-of-home opportunities. On Thursday, RNLI collectors joined the Evening Standard’s iconic vendors at key London stations to take donations from travelling commuters.