At a time when almost everyone in the country was safe and warm indoors, we asked people to remember those brave few who were out at sea risking their lives – RNLI’s volunteer crew members. Including a real party hat drove the message home and gave the pack additional standout. Meanwhile, the copy was remarkably brief for a charity appeal, adding to the urgency and immediacy of the message.

ROI and response rates for ‘cash’ segment 300% over target. Almost one in three donated. Raised £220,000. Overall ROI of four and response rate of 9% – with ‘cash’ segment achieving an ROI of 13.6 and a response rate of 29%.