What have we done so far
Since the launch of the campaign in 2002, we've come a long way in terms of raising awareness of charitable gifts in wills amongst both the UK public and will making professionals. In Spring 2009 following a review of our strategy, we launched a fresh and exciting consumer facing campaign.
A key part of the new campaign was the adoption of a social marketing approach, focusing on understanding and behaviour change. The new campaign was insight driven and used results from in-depth research as a foundation.
Two television commercials led the campaign with the message 'Make your last wishes something to remember'. These commercials were supported by press advertisements, tactical communications, a radio commercial and PR activity to help launch the new phase of the campaign.
By using humour to communicate a sensitive subject the campaign was able to take huge steps forward, making our unique work stand out from traditional charity advertising. Results from audience surveys have shown that the campaign has started to overcome taboos and change public perception around the subject of wills.
In addition to our advertising and creative campaigns, we also continually work with our member charities to amplify the legacy message. In 2009 we ran our first annual legacies awareness week, now known as Remember A Charity Week, to encourage participation from all member charities.
In the last year we have continued to develop all areas of the campaign even further. 2011 marked a new phase, using the cost effective channels of social media to reach huge audiences.
Our Rocky Taylor campaign reached a combined audience of well over 85 million people, and legendary British stuntman Taylor took part in a series of stunts to higlight the importance of having a will and the difference a charitable gift could make.
Members feedback and results from PR and media coverage were also used to make this year's Remember A Charity Week even bigger and better. During this year we have also continued to develop partnerships with key audience groups, and in particular the Will making sector.