The RNLI's 3-year Youth Campaign - 'Mystery Packages'

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Uploaded by on May 4, 2011

How could the Royal National Lifeboat Institution turn the least well known charity among the youth into the most actively supported online in just three years?

By doing what charities never do: support the youth BEFORE asking them to support the RNLI. We got ONE AND A HALF MILLION responses, created the number one 'most viewed' video on YouTube in 7 countries and reached a staggering 12% of 15 to 20 year olds in the UK.

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