Roy­al Nation­al Lifeboat Insti­tu­tion: boots’ advertisement

Exhibited by
March 27, 2010
Medium of Communication
Press advertising
Target Audience
Individuals, single gift
Type of Charity
Public / society benefit.
Country of Origin
Date of first appearance

SOFII’s view

The shopping list is a classic fundraiser's device and this ad exploits the instrument to its full, offering the donor, in effect, the chance to kit out his or her hero. Of course no one believes that without the donor's help the lifeboatman will go to sea partly-clothed, but however improbable the proposition, it's so simple and easily-understandable that it works every time.

Summary / objectives

Donor acquisition.


We’re still working on collecting information about this exhibit, though none of our friends at the RNLI were with the organisation when this ad appeared. If you can help SOFII to track down fuller details, please let us know.