The agency has been briefed to handle media relations, stunts and experiential activity throughout the UK, as well as raising the profile of the RNLI among a younger audience.
The team will be lead by account director Helen Beckett, with support from three consultants. Beckett reports to RNLI's head of external communications Spencer Gammond.
'The RNLI saves thousands of lives all around Britain's coast every year, and they do so without UK Government funding', said 3 Monkeys head of consultancy Ali Gee. 'Therefore it's critical that the SOS fundraising campaign is as successful as possible to enable the RNLI to continue its lifesaving work. With so many charities competing for attention however, we will need to work hard to create cut through', he said.
The fundraising day, which takes place on 30 January, aims to raise £1m.