Remember A Charity TV advertising campaign aired twice in a single year

27 October 2006

Remember A Charity is to begin airing its TV advertising campaign next week – twice in a single year for the first time.

The second TV campaign aims to build upon the success of the March advertising campaign, which yielded a record awareness figure of 49% amongst Remember A Charity’s target audience (adults aged 45+).

The advert, fronted by Michael Buerk with the strapline “I Will. Will You?”, features new footage provided by Consortium member charities.

Remember A Charity’s second TV advertising campaign for 2006 will be aired on Channel 4, More 4 and Film 4 from Monday 30 October to Sunday 19 November, and will be complemented by a broadcast PR campaign and press advertising. The autumn campaign spans three weeks and is the longest to date for the consortium.

Research results revealed that familiarity with the Remember A Charity TV and press campaign’s key phrase “Everyone can leave the world a better place” amongst Remember A Charity’s target audience increased from 38% to a record 49% from March to April 2006. The number of adults surveyed who expressed that they would be either ‘very’ or ‘fairly’ likely to consider leaving a gift in their will to charity increased from 22% to 26% during the same period.

Jonathan Parris, Director of Remember A Charity, commented: “We’re delighted to be in a position to air our TV advertising campaign for a second time this year. TV advertising has worked very well for us in the past, and has been instrumental in raising awareness of both Remember A Charity and the vital need for charitable legacies.”

Hosted by the Institute of Fundraising, Remember A Charity is a consortium of over 140 charities working to raise awareness of charitable legacies when writing a will and to increase legacy income to UK charities.