Fred. Olsen and the RNLI

Fundraising leaflet

Fred. Olsen Cruise Lines via the RNLI

January 2018


Produce a leaflet for placement on Fred. Olsen cruise liners. It should celebrate the long-standing partnership between Fred. Olsen and the RNLI, as well as encouraging Fred. Olsen guests to help fund a new RNLI relief lifeboat with their donations.

Fred. Olsen Cruise Lines has been supporting the RNLI since the 1960s. The company’s clientele is wealthy, active, and retired and take frequent trips aboard Fred. Olsen cruises. Many are boat owners themselves and have a deep respect for the RNLI and its crews.

The work
Initially, I teamed with a designer to conceptualise the layout below. While the original brief mentioned RNLI safety messaging as a nice-to-have, it did not leave space to convey this across the six pages. However, by condensing some of the information down (notably the quotes), I freed up a whole extra page for the stats messaging. I then wrote the copy for all other pages, and briefed another writer on the high-level thought behind what the stats should be: notably, a combination of RNLI service stats, and RNLI safety messaging to help Fred. Olsen guests stay safe in and around the water.

See for yourself
Browse below to see the final leaflet layout.


Click the image to read the copy