Three years after those 12 packages were mailed, the RNLI had turned their charity into a movement – by the youth, for the youth, about the youth, committed to rewriting the way the media stereotypes them. The young RNLI supporters had made the cause their own, and reinvented the charity model in the process – creating the no1 ‘most viewed’ videos in 7 countries and getting an astonishing one and half MILLION responses from young people. The donors of tomorrow now work directly with the charity, incentivised by nothing but what they stand for.