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How RNLI used storytelling during Covid, with Jayne George

How RNLI used storytelling during Covid, with Jayne George

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 In this episode of Year-on-Year, host Emily Monsell-Holden sits down with Jayne George from the RNLI to discuss how the charity successfully unified its brand mission and internal culture.

Jayne shares her experience of rejoining the RNLI in 2019 and the challenges she faced, especially during the COVID-19 pandemic. The conversation highlights the importance of simple, authentic messaging and the role of storytelling in connecting and motivating a diverse workforce.

Key Topics Discussed:


  • How the RNLI used storytelling to simplify and unify its brand message
  • The impact of COVID-19 on the RNLI’s operations and fundraising efforts
  • The creation of the “save every one” mission and its unifying effect on the organisation.
  • The importance of empowering creative teams and respecting different organisational cultures
  • Lessons learned from engaging with donors during challenging times.


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