Home
News and Features
Feature list
Lifesaving partnerships through RNLI history

A group of people floating in the Sea Survival Pool, wearing Helly Hansen crew kit and holding onto a lifering

Lifesaving partnerships through RNLI history

Photo: RNLI/Nathan Williams

Monday 9 December 2024

Chocolate, fish fingers and books. You might be wondering how they’re related, but they have something special in common – they’ve all helped save lives at sea.

The RNLI has received support from a variety of iconic brands and brilliant organisations in its 200-year history, and we’re incredibly grateful for the lifesaving difference they have made.

From fish finger fundraising and gifts of chocolate, to providing the very best kit for our lifesavers, discover some of the RNLI’s historic partners – a few of which continue to support us today.

Over 150 years of support: The Lifeboat Fund

In 1866, a group of civil servants formed The Lifeboat Fund – an official charity that, to this day, is run by the Civil Service. It is the single largest regular contributor to the RNLI – all funds raised go directly to supporting our lifesaving work.

It began when a group of civil servants were inspired to raise money to fund an RNLI lifeboat. The first lifeboat they funded was Civil Service, which was built in 1866 and served Wexford Lifeboat Station.

Coxswain Albert Emptage wearing oilskins and a sou’wester, standing alongside The Lord Southborough lifeboat — Albert Emptage, former Margate coxswain, stands next to *The Lord Southborough*, which was funded by the Civil Service

This was the beginning of a long tradition of fundraising. Since then, The Lifeboat Fund has donated more than £26M, which has helped to fund over 50 new lifeboats, refurbish lifeboats and lifeboat stations, buy crew kit and equipment, and train volunteer crews and lifeguards.

Gifts of chocolate: Cadbury

The RNLI and Cadbury, both founded in 1824, have long shared the value of kindness. Our lifesaving work is powered by generous supporters, and John Cadbury and his sons always believed that the ‘glass and a half’ spirit exists in every one of us.

For much of the 20th century, Cadbury supplied RNLI lifeboat crews with tins of chocolate. These were packaged up ready to take onboard the lifeboats.

A Cadbury advertisement from a London newspaper in the late 1800s. There is a large illustration of crew onboard a lifeboat, which they are rowing through rough seas. ‘Cadbury’s’ is written on the side of the lifeboat. — Chocolate for the lifesavers: a Cadbury advertisement from a London newspaper in the late 1800s

During World War Two, Cadbury, along with other food brands such as McVitie’s, Rowntree and Fry’s, donated gifts to the lifeboat crews. With a long shelf life, chocolate and biscuits were ideal for storing onboard the lifeboats for use as emergency rations.

In 1910, Cadbury created a commemorative chocolate box illustrated with a portrait of Grace Darling, who risked her life to save nine people from a shipwreck in 1838 – for which she became a national heroine. Grace received several awards for the courageous rescue, including a Silver Medal for Gallantry from the RNLI.

Fish finger fundraising: Birds Eye

A poster advertising Birds Eye’s ‘Help Launch a Lifeboat’ campaign. There is an illustration of crew onboard a lifeboat that powers through the waves. There’s text at the bottom of the poster that reads, ‘buy Birds Eye fish fingers’. — Birds Eye fish finger tokens helped to fund the £38,500 cost of a new lifeboat

In 1969, Birds Eye launched their national Help Launch a Lifeboat campaign in aid of the RNLI. The frozen foods brand printed tokens on their fish finger boxes, which customers could cut out and post back to them. For every voucher returned, Birds Eye donated money towards the cost of a new lifeboat.

Birds Eye raised enough money to fund the new Oakley class lifeboat Birds Eye, which was on service at New Quay Lifeboat Station until 1990 and saved 40 lives.

New Quay crew at sea onboard Oakley class lifeboat Birds Eye — New Quay crew at sea onboard Oakley class lifeboat *Birds Eye*

Today, you can see Birds Eye up close and find out more about its history at the Moelfre RNLI Seawatch Centre, where it’s proudly on display.

One crew supporting another: Fred. Olsen Cruise Lines

Fred. Olsen Cruise Lines is proud to be the RNLI’s longest-standing corporate partner, with a history that spans more than 60 years.

It all started in the 1960s when RNLI volunteer Howard Bell and his wife Poppy started fundraising onboard a Fred. Olsen cruise.

A black and white photograph of two men wearing suits and shaking hands. One of the men is handing a cheque to the other. — A cheque presentation by Fred. Olsen Cruise Lines

Since then, the partnership has grown and the generosity of Fred. Olsen’s guests and crew have raised more than £1.4M since the year 2000.

Through fundraising events, raffles and more aboard Fred. Olsen Cruise Lines fleet, they have funded a total of five inshore lifeboats over the years, most recently the B class lifeboats Spirit of Fred. Olsen and Pride of Fred. Olsen.

With their generous guests, they have also helped to fund RNLI apprenticeships, three seminar rooms at the RNLI College in Poole, equipment at many lifeboat stations, and three lifeboat-launching trolleys.

In 2010, the RNLI awarded Fred. Olsen Cruise Lines with a Lifetime Achievement Award to thank them for their loyalty and commitment to supporting the charity.

To the rescue: Evinrude and Disney

In 1977, Disney released The Rescuers – an animated film about two mice of the Rescue Aid Organisation who search for a young girl kidnapped by evil treasure hunters. Mice Bernard and Bianca meet Evinrude the dragonfly, who helps them across swamp waters in his trusty leaf boat. In the film, Evinrude acts as the engine and propels the leaf boat across the water using his wings – that’s how he got his name, as Evinrude is also the name of an outboard motor brand.

Coincidentally, in the 1970s, the RNLI used Evinrude engines to power its D class inshore lifeboats. Evinrude engines were capable of high speeds and proved very reliable when crews needed to get to people in trouble as quickly as possible.

A Disney The Rescuers poster to encourage support for RNLI lifesavers. At the top of the poster, there is bold red text that reads: Help buy a lifeboat for Evinrude. There is also an illustration of Evinrude and his leaf boat, as well as a photograph of an RNLI crew onboard an inshore lifeboat. — Evinrude is a lifesaver too: a Disney *The Rescuers* poster to encourage support for RNLI lifesavers

Around the time of the film’s release, Disney released a poster in support of the RNLI. Evinrude came to the rescue in his leaf boat, and he wanted to help the rescuers of the RNLI who save people in trouble at sea. The poster encouraged people to raise funds towards the cost of a new RNLI lifeboat.

Books, buttons and postcards: Blue Peter

In 1966, after Valerie Singleton was inspired by a storm force 10 warning on the radio, she suggested the RNLI for the next Blue Peter appeal. The much-loved children’s TV show asked viewers to donate paperback books, which were sold to raise money to fund a new inshore lifeboat.

Their target was 60,000 books, but the response was so huge that they raised enough money to fund not one but four inshore lifeboats. These lifeboats were stationed at Littlehampton, North Berwick, Beaumaris and St Agnes, and were all named after Blue Peter.

Due to the success of the first appeal, Blue Peter launched further appeals in 1972 and 1984 to fund replacement inshore lifeboats. And following an appeal in 1993, viewers funded an all-weather lifeboat for the first time – a Trent class that went on service at Fishguard Lifeboat Station.

People working at desks sorting through buttons and postcards that were sent in to raise money for the RNLI as part of a Blue Peter appeal. The room is cluttered, with overflowing boxes and sacks, as well as large piles of paperwork. — For their 1984 appeal, Blue Peter asked viewers to send in buttons and postcards to help fund replacement inshore lifeboats

Over the years, Blue Peter viewers have funded 28 lifeboats at seven different stations, with replacement craft taking on their predecessors’ names. Today, you’ll still find Blue Peter lifeboats at Portaferry and Fishguard.

Lozenges for a lifeboat: Fisherman’s Friend

In the 1990s, Fisherman’s Friend launched a special appeal on packs of their lozenges to help raise £400,000 for the RNLI.

Two packets of Fisherman’s Friends lozenges. One packet is green and the other packet is white. On both packets, there is bold red text that reads, ‘Fisherman’s Friend’, as well as an illustration of a fishing boat. — Special packets of Fisherman’s Friends lozenges for their RNLI appeal

As a result, they raised enough money to fund a new Mersey class lifeboat, aptly named Fisherman’s Friend.

Fisherman’s Friend was in the RNLI’s relief fleet from 1993 until 2016, and in that time served at many stations including Skegness, St Annes, Eastbourne and St Ives.

Lifesaving kit: Helly Hansen

Global technical sailing brand Helly Hansen is proud to supply the kit for our all-weather lifeboat crews and lifeguards.

A close-up shot of a crew member wearing Helly Hansen kit onboard an all-weather lifeboat. The crew member’s head is out of shot. The crew member is holding onto the side of the lifeboat. The sun is shining on the water. — Helly Hansen provide RNLI lifesavers with the very best kit to wear when they’re saving lives at sea

As well as great kit for the lifesavers, our partnership is helping Helly Hansen to keep its customers safe when enjoying the water. Some of the ways Helly Hansen are committed to helping the RNLI achieve its vision of saving every one are:

hosting lifejacket clinics at their sailing retail events in the UK and Ireland
sharing lifesaving RNLI advice with their customers, particularly those who boat and sail, to help change attitudes towards wearing a lifejacket.

Three bronze figures, a statue of a mother and two children, wear bright yellow life-jackets with the blue sea in the background. — Annie Moore statue in Cobh, Cork wearing Helly Hansen lifejackets as part of the Helly Hansen Lifejacket Statues campaign.

Following research by Helly Hansen in 2021, they discovered that just 56% of people in the UK always wear a personal flotation device when on the water. As a result, the RNLI and Helly Hansen placed lifejackets on several famous statues to raise awareness of the importance of lifejackets and to encourage more people to wear them.

Ready for launch: INEOS Automotive

This year, off-road vehicle manufacturer INEOS Automotive became a partner of the RNLI.

Over the next 5 years, the INEOS Grenadier will become the official vehicle of RNLI lifeboats, helping volunteer lifesavers launch to rescue those who are in difficulty in the water. Twenty Grenadier 4x4 vehicles will be deployed at certain locations around the UK and Republic of Ireland, which will be used to position, launch and recover D class lifeboats.

With robustness, durability, and a best-in-class combination of off-road and on-road driving performance, the Grenadier can safely withstand some of the most challenging and time-critical situations – making it the perfect addition to our launch and recovery fleet.

Find out more about our corporate partners and how they’re helping to save lives at sea.

Meet our current partners

If you’re interested in becoming an RNLI partner and would like to find out more about how we could work together to save lives at sea, please send an email to [email protected].