H2Only is a Royal National Lifeboat Institution (RNLI) fundraising initiative challenging people to drink only water for ten days. Not just giving up booze…but tea, coffee and fizzy drinks too.

We were tasked with increasing sign-ups to the challenge, particularly amongst young urbanites to help the RNLI shake off their ‘old seafarer’s reputation.

So with that in mind, we headed to the hipster capital of Shoreditch to open the UK’s first water-only bar, tapping into the current Zeitgeist of mono-food culture.

We also developed a range of original creative content to keep people motivated and all routes had specific targeted outreach strategies covering traditional and social media so we didn’t cannibalise coverage.

We articulated the challenge throughout with a simple and clear phrase to connect the WHAT and the WHY: “Stay on the water, to help the RNLI stay on the water.”

The campaign successfully increased sign ups with over two thirds of those signing up being within the target age range.




Emily creates communication frameworks for world-leading brands and organisations which operate under the scrutiny of consumers, stakeholders, and the media. Her work in ESG and sustainability includes campaigns and strategic support for ecover, Weleda, Johnson & Johnson, Britvic and Tideway.