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The RNLI Appoints The PHA Group for a Second Year Running

by | Apr 21, 2022

Leading independent PR agency, The PHA Group, announced its appointment by the Royal National Lifeboat Institution (RNLI), to support the charity’s annual flagship fundraising campaign, Mayday, for a second year running.

The RNLI’s annual Mayday campaign raises vital awareness and funds for the charity so that it can continue to keep people safe at the coast, in the UK and Ireland.

Mayday 2022 will focus on fundraising ahead of the busy summer period, as well as giving the RNLI an opportunity to spread the message of its essential lifesaving work, carried out by volunteers who drop what they’re doing when a call for help comes in.

Launching on Sunday 1 May and running for the duration of the month, funds raised from the Mayday Mile events will help ensure the RNLI’s volunteer lifeboat crews and lifeguards can continue to answer mayday calls and rescue others. This year the RNLI are putting out their own mayday call, by asking the public to kick off their summer and be a lifesaver by signing up to the Mayday Mile.

Whether supporters choose to run it, cycle it, dance it or simply walk it, the funds raised by participating in the Mayday Mile will help to ensure RNLI lifesavers have everything they need to help families keep safe this summer.

Last year, The PHA Group’s Mayday Mile campaign for the RNLI saw a giant anamorphic 100m Shannon Class lifeboat drawn on Scarborough beach, accompanied by hard-hitting press office and celebrity & influencer engagement, which attracted coverage across the national, regional and consumer media.

This year, The PHA Group’s campaign will involve an emotive launch event, underpinned by a series of press office and influencer engagement activity, to position Mayday as the RNLI’s main national annual fundraising event, while driving campaign engagement and signups for the Mayday Mile.

Emily Hazard, Public Relations Manager at RNLI, commented: “Following a competitive pitch, we have decided to reappoint The PHA Group to support with this year’s Mayday Mile campaign. The work the RNLI does is reliant on donations from the public, which is why fundraising initiatives, like

Mayday, are so important. We need as many people as possible to answer our mayday call and help support our lifesavers this summer.

“We’re really excited to see the campaign proposal come to life and tell the stories of those who get into difficulty in the water, and the crew members who saved them. We’re looking forward to working with the PHA Group again this year, and seeing this year’s results over the coming months.”

Georgia Entrican, Account Director and Third Sector Specialist at The PHA Group, commented: “We’re delighted to be working with the RNLI on their Mayday campaign for a second consecutive year. We have put together a really exciting proposal for this year’s activity and can’t wait to see the impact it makes.

“We’re in complete awe of the RNLI and the amazing work that they do, so feel very passionately about delivering impressive results for them, helping them to continue the vital work they carry out across the English and Irish coastlines.

As an agency, we join the RNLI’s mayday call and urge the public to sign up to the Mayday Mile, so that they can continue to save lives at sea and be there when we need them most.”


About The PHA Group

Established in 2005, The PHA Group is an award-wining independent PR and Digital agency founded by Phil Hall, the former editor of the world’s bestselling newspaper and Director of Editorial Development at Trinity Mirror Group.

With offices based in London, Manchester, Leeds and Wokingham, The PHA Group constitutes consumer, corporate and reputation PR specialists to deliver transformational results for clients, including household brands, international corporations, ambitious start-ups, and individuals with a story to tell.

Our unparalleled network integrates top-level media and influencer contacts with strategic, creative, digital, and social insight, as well as global connections, to create a truly bespoke service. www.thephagroup.com

As a purpose driven business, we’re here to make a positive impact on the environment by reducing waste. To achieve our mission, we need people to understand what we stand for and join us on the journey. To achieve these aims we need our PR to work hard and not only promote us but help land educational content that will help people understand how they can make changes to lessen their environmental impact. We’ve got a lot of meaningful stories to tell and with PHA’s experience we believe they’re the right partner to help us.

Key facts about the RNLI

The RNLI charity saves lives at sea. Its volunteers provide a 24-hour search and rescue service around the United Kingdom and Republic of Ireland coasts. The RNLI operates over 238 lifeboat stations in the UK and Ireland and, in a normal year, more than 240 lifeguard units on beaches around the UK and Channel Islands. The RNLI is independent of Coastguard and government and depends on voluntary donations and legacies to

maintain its rescue service. Since the RNLI was founded in 1824, its lifeboat crews and lifeguards have saved over 142,700 lives.

The Royal National Lifeboat Institution (RNLI), a charity registered in England and Wales (209603), Scotland (SC037736), the Republic of Ireland (20003326), the Bailiwick of Jersey (14), the Isle of Man (1308 and 006329F), the Bailiwick of Guernsey and Alderney | Clayton Engineering Limited (Registered No. 01274923), R.N.L.I. (Sales) Limited (registration number 2202240) also trading as RNLI Shop, and RNLI College Limited (registration number 7705470), all companies are registered in England and Wales with registered offices at West Quay Road, Poole, Dorset, BH15 1HZ.

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