From Albert Square to Albert Dock: RNLI takes to the streets with their Big Bus Challenge winning campaign

Back in November last year, Partners Andrews Aldridge's EastEnders inspired design for the Royal National Lifeboat Institution emerged victorious in the Big Bus Challenge. Beating off a highly competitive shortlist to win the Regional category, the design took home a £25,000 regional bus advertising campaign. This campaign has now hit the streets of Greater London, and will be on the road for the next few weeks. 

The creative highlights the scale of the RNLI’s operations along the Thames and encourages people to text ‘Thames’ to 70300 to donate £5. According to Partners Andrews Aldridge, ‘Patrolling the Thames is a huge challenge for the RNLI’s London-based lifeboat stations’. The aim was therefore ‘to raise awareness and encourage support’, and they were commended for their ‘strong, concise [creative] that gets the message across’ by Exterion’s Jason Cotterell.

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