RNLI Lifeboats


The brief: encourage supporters to help sponsor a new lifeboat.
The solution: create a DM pack that uses Behavioural Economics principles in the copy to influence donations. ‘Endowment bias’ makes the reader feel a sense of ownership by including them as part of the RNLI team. We also used ‘Chunking’ by stating that there was only one-third of the total amount left to fund.