Evening Standard partners with RNLI to raise money for new lifeboat station.

  • The cross-platform campaign has direct call-to-actions throughout, harnessing every opportunity to take donations for the cause

The Evening Standard are working with the RNLI to help raise money for a new lifeboat station on the Thames. Since opening in 2002, the RNLI’s central London station at Tower is the most active in the country, with 5% of all RNLI launches taking place on the Thames. Our campaign showcases the amazing volunteers at Tower - among the volunteers on the crew is a head chauffeur at Buckingham Palace, a Yeoman Warder at the Tower of London and a Bank of England employee, as well as frontline workers and entrepreneurs.

We’ve harnessed the power of our exciting BrandStories proposition to create an engaging piece of work with direct calls to action on every single element. Have a look at this creative piece live here. Our cross-platform campaign also has an exciting out of home factor, RNLI collectors joined the iconic Evening Standard vendors at Waterloo and key London stations on Thursday 9th September to take donations from the public on their way home.

The first piece of the campaign that went live was this Brand Sponsored product article on 6 things you need to know about the RNLI in London. You can also see the advertorial in Evening Standard print asking our readers for help to donate or volunteer.

Thank you to our incredible Studio 27 and Medialab Group for bringing this special campaign to life.

You can donate to the RNLI and help keep its volunteer crews safe and ready to rescue at

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