The RNLI and Ford UK have signed a three-year partnership that will see Ford supply the vehicles used by RNLI lifeguards and various inland crews. This represents a collaboration between two iconic UK brands with a shared vision for safety, the environment and reliability. The RNLI wanted to capitalise on the partnership to drive awareness of the charity’s lifesaving work in the communities where Ford UK had a dealership.

bbd produced a digital fundraising pack that would be sent to participating Ford UK dealerships in the pilot scheme. This printable pack introduced the mission of the RNLI, provided background about their lifesaving work, and presented fundraising ideas that each dealership could try. The creative approach to the pack deliberately juxtaposed the shared values and qualities of the two brands.