What have we done so far?

We've achieved a lot since the campaign was launched in 2002 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 that focuses on understanding and changing behaviour. The campaign is insight driven, using the results of a significant piece of research as a foundation.
Two television commercials led the campaign with the message 'Make your last wishes something to remember' supported by press advertisements, tactical communications, a radio commercial and PR activity.

What made this work unique and stand out from the traditional charity advertising, is that we used humour to communicate our message to the audience. Of course we won't know instantly how successful this has been, but looking at current audience surveys the campaign has started to overcome the taboos around the subject of wills and to change peoples' perceptions

In the next phase of the campaign we'll be focussing our efforts on developing partnerships, a key audience group for this is the will making sector, and we hope to have your support.