Leading independent PR agency, The PHA Group, announced its appointment by the Royal National Lifeboat Institution (RNLI), to join the charity’s communications framework following a competitive pitch process.
The first campaign that the agency will be supporting, following its appointment to the framework, will be the charity’s annual flagship fundraising campaign, Mayday.
Mayday 2021 will focus on fundraising ahead of the predicted busy summer period, as well as giving the RNLI an opportunity to raise awareness of its vital summer safety messages to ensure people that visit, or holiday at the UK and Irish coasts this year do so safely.
Launching on Saturday 1 May and running for the whole of the month, the RNLI’s annual Mayday campaign asks people to sign up to support lifesavers around the UK and Ireland. This year, the charity will be calling on supporters to join The Mayday Mile, and cover at least one mile in any way they like in order to raise vital funds.
Emily Hazard, Public Relations Manager at RNLI, commented: “To enable the RNLI to continue its vital work and respond to emergency call outs, we rely on donations from the public as well as our wonderful volunteers, meaning fundraising initiatives, like Mayday, are essential. We are therefore delighted to be working with The PHA Group, who will be helping to support us with driving awareness and engagement for Mayday 2021.
“The PHA Group impressed us with their knowledge of the third sector space and clear understanding of the objectives that we are looking to achieve with Mayday this year. We’re really excited about the creative activations which they have planned and are looking forward to seeing the results over the coming months.”
Shelley Frosdick, Managing Director of The PHA Group, commented: “The RNLI is a charity that we have admired for many years and we are thrilled to have been selected for their communications framework, and for our first brief to be for their flagship Mayday campaign.
“The Mayday campaign this year has a new focus which we are excited to communicate, and we are looking forward to working with the fabulous in-house comms team to make this year’s Mayday campaign, the best yet, raising widespread awareness encouraging people across the country to take part and donate to the RNLI if they can.”