RNLI launches fundraising month with yellow wellies installation

Activation highlights how many people lifeboat charity rescues.

RNLI: campaign supported by MasterChef 2016 winner Jane Devonshire
RNLI: campaign supported by MasterChef 2016 winner Jane Devonshire

The Royal National Lifeboat Institution has used an installation of 181 pairs of the yellow wellies worn by its crews to kick off its Mayday fundraising campaign.

Wellies were chosen because the appeal is to raise funds for new kit and the number of shoes installed matches the average number of people rescued by the RNLI per week across the UK and Ireland.

The charity is also encouraging the public to use the hashtags #MaydayEveryDay and #YellowWellyRelay online.

Claire Cardwell, RNLI community fundraising manager for London, said: "The installation is a sobering reminder of what our RNLI volunteer lifeboat crews do week in, week out – they literally drop whatever they are doing and race to save lives when they get a call for help."

The campaign was created by Red Consultancy.