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Storytelling with the RNLI

Over three years, the Royal National Lifeboat Institution (RNLI) is working with the branding company, Morgans Consult to refresh the walls of their lifeboat stations and visitors centres around the UK. We were brought onboard to transform historical information into engaging stories that inform visitors of the organisation’s incredible history and ongoing mission saving lives at sea around the coasts of the UK and Ireland.

The challenge

The RNLI has a long and fascinating history, and lifesaving at sea can be traced as far back as the late 18th century to the North East coast of England. There are hundreds of stories in the organisation’s history that document acts of bravery, but the heroes often get lost in the texts, which are long-winded and old-fashioned. Many of the recollections focus on the lifeboats rather than the people and crews themselves, and they fail at painting an accurate picture of what happened for the reader.

The solution

During their rebranding process, the RNLI decided to change how they communicated and identified the need to put their courageous volunteers in the spotlight to give them the credit they deserve. Instead of talking about lifeboat rescues, they now focus on the people braving the seas to save lives. We now bring their crews and volunteers to the forefront of their stories to achieve this, and write them in an active voice and present tense to set the scene and make them more impactful and memorable.

The result

“This is a gripping read! Visitors will enjoy reading this!”

The RNLI have been delighted with the work so far, and we’ll continue working with them over the next three years to bring more of these stories of courage and audacity. In the meantime, you can see some of our stories already installed in RNLI visitor centres and stations around the UK, including the Mumbles in Swansea, the Isle of White and Falmouth.


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