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The RNLI ‘stand behind these men’ press ad

Looking appropriately dated, RNLI’s small press ad from mid 1939. Just days later, the newspapers were headlining a very different story, below.

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Even though this example from the RNLI of fundraising off-the-page appeared a long time after Dr Barnardo’s moving letters (see exhibit FA16) it did pre-date the famous Oxfam ads (exhibit PO80) by several years. The message is simple and direct – it tells who the RNLI is, what it does, and gets straight to the point by asking what the reader will contribute. It also uses a photograph of a crew member at the top of the page – a tradition that continues today.

Medium of communication:

Press advertising.

Type of charity:

Community & social services, public/society benefit.

Target audience:

Individuals, single gift.

Country of origin:

UK.

Creator/originator:

Unknown

Name of exhibitor:

Ian Ventham

Date of first appearance:

1939.

Summary/objectives:

The RNLI saves lives at sea by providing a 24-hour lifesaving service around the UK and Ireland. In 2007, RNLI lifeboats rescued more than 8,000 people, an average of 22 people per day. RNLI lifeguards patrol more than 70 beaches in the UK in peak season and help up to 10,000 people annually. RNLI is also involved in safety and prevention and aims to save lives each year by changing attitudes and behaviour among people who use the sea regularly.

The ‘Stand behind these men’ press ad aimed to solicit donations.

Background:

The impression most people have is that modern charity direct marketing through off-the-page advertising for fundraising began with Oxfam after World War Two and yet here is a – admittedly very unsophisticated – press ad that appeared in The Times as early as 1939.

Merits:

This is an early example of press advertising and a further reminder that charity fundraising has been with us for a long time.

Other relevant information:

Scanned from The Times dated Monday 12 June 1939.