Royal National Lifeboat Institution: ‘boots’ advertisement
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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.
Medium of communication:Press advertising.
Type of charity:Public/society benefit.
Target audience:Individuals, single gift.
Country of origin:UK.
Name of exhibitor:SOFII homeless section.
Date of first appearance:unknown.
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.