To educate 15 to 20-year olds about RNLI's values, Proximity targeted 12 influential online vloggers with bespoked direct mail packs encouraging them to share their views on ‘who they really' are.
More than one million viewings of the vloggers' musings on RNLI, reaching 11 per cent of 15 - 20-year olds with the campaign's core messages.
The campaign managed to transform the RNLI from one of the least known charities amongst youth into one of the most talked-about online.
Lord Puttnam, chairman of this year's DMA Awards, described the work as "totally original" and "a step-change for direct marketing in the digital age".
The prize capped a night of triumph for Proximity, who won nine golds including Best Use of Social Media or Viral, one of two new digital categories introduced to the Awards this year.
Other big winners on the night include 20:20 London, CHI & Partners, Rapp UK, CreatorMail and dscimm, Chemistry Communications Group and EHS Brown, with each claiming two Gold Awards.
Click in 35 categories.
The event was held on Wednesday night at London's Old Billingsgate, a switch from the DMA Awards' long term venue the Grosvenor House Hotel.
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