RNLI to broadast drama of rescue in commsassault

The RNLI is to supply broadcasters with footage of dramatic sea rescues as part of its £9m marketing and PR strategy overhaul, revealed earlier this month.

The charity will equip more life-savers with headcams to enable it to 'bring the drama of a rescue into people's front rooms'.

The charity's head of external communications Spencer Gammond, said: 'Two of our boats now have broadcast quality tilt-and-pan cameras and a third will by the end of the year. We also aim to have 20 crews wearing head-cams.'

Gammond said the strategy was 'more evolution than revolution', and would build on the work already done to build the charity's profile with a younger audience.

The RNLI is also seeking to flag up among potential donors the fact it is 'a charity and not a publicly funded body like the police, ambulance service and coastguard', added Gammond.

'We launch 20 times a day and rescue 20 people a day, at a cost of over £119m a year, but many people don't realise we are dependent on donations.'

That criticism also applied to the media, said Gammond. Last week's rescue of 65 people from Perranporth beach in Cornwall was carried out by RNLI lifeguards, but half the coverage made no mention of the charity.

Another initiative under discussion by the RNLI is the creation of a national lifeboat day, which would provide a boost every year to donations and the charity's profile. The charity has already started to target participants in 'younger sports' such as windsurfing and diving in a bid to double its 250,000 membership.

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