# RNLI challenge supporters to go H2Only

- Link: https://fundraising.co.uk/2014/05/02/rnli-challenge-supporters-go-h2only/
- Published: 2014-05-02T08:58:54+01:00
- Author: Howard Lake

**The RNLI has begun its first mass participation denial challenge, focusing appropriately
on water. It is challenging its supporters to “go H2Only” and drink nothing but 
water for two weeks to raise funds for the charity’s lifesaving work.**

The two week period runs from 27 May to 10 June, and the campaign to recruit participants
began last month.

The Good Agency developed the strategy behind the event, participant journeys and
the creative look and feel of the campaign with the aim of increasing fundraising
and connecting new, younger audiences with the [RNLI](https://fundraising.co.uk/tag/rnli/).
It built the event microsite, developed the social media strategy and produced all
the direct mail recruitment materials.

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The campaign focuses on individuals’ ability to master self-control over a fortnight.

## H2Only app

Digital solutions studio 3 Sided Cube has created an app that encourages participants
to get involved, offering them tips on raising more money and rewarding their fundraising
successes.

 

**Editor’s note:** _the video previously embedded here (https://www.youtube.com/
watch?v=2qvkPHecsn8) is no longer available._

 

**Helen Hopkins**, RNLI Product Marketing and Innovation Manager commented:

> “This is the first mass participation denial challenge that the RNLI has run –
> and we are really excited to see the concept in action. We hope [H2Only](http://www.h2only.org.uk/)
> will help raise crucial funds for our lifesaving charity, as well as enabling 
> us to engage with new audiences who are up for the challenge of drinking nothing
> but water for two weeks.
> “We’ve created a really tough challenge that gives people an opportunity to test
> their willpower. We want participants to become true masters of self-control and
> feel proud of themselves when they succeed”.

## Other drinks-based self-denial campaigns

Other charities have of course developed alcohol-related fundraising campaigns and
products, notably Cancer Research UK’s [Dryathlon ](https://www.fundraising.co.uk/2013/02/05/cruk039s-dryathlon-raises-over-3m/)
and Marie Curie Cancer Care’s [Stoptober](https://www.fundraising.co.uk/2013/09/18/12-months-of-year-bagged-by-fundraising-campaigns/).
The RNLI’s campaign shares their abstinence theme but differs in the positive and
particularly relevant focus they put on drinking just water, the element that volunteer
RNLI crews face again and again.

 * **[RNLI launches face to face fundraiser recruitment drive](https://fundraising.co.uk/2020/02/05/rnli-launches-f2f-fundraiser-recruitment-drive/)(
   5 February 2020)**