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Legacy Promotion Ireland launches radio campaign

Howard Lake | 9 December 2009 | News

The legacy consortium formed to promote charity legacy giving in Ireland has launched a radio campaign to promote leaving a charitable legacy, according to a report in the Irish Times.

The campaign, which cost €42,000, focussed on the over 50s age group, with the ads featuring prominently on Marian Finucane’s RTE Radio 1 programme on Saturdays and Sundays. The Legacy Promotion Ireland (LPI) campaign asked people to remember their favourite charity in their will, “after your family has been looked after”.

Marketed under mylegacy.ie, the site does not collect money directly and is an information site with links to its 40 charity members who hope to benefit from the campaign in the next seven to 10 years.

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A member of mylegacy.ie, the Irish Cancer Society (ICS), said it had not received any negative feedback on the campaign and the society’s Jane Curtin described the radio campaign as “very intensive” and “very pervasive”. The campaign was paid for by the fees given to LPI by its members, each of which pays according to its means. The ICS pays €5,000 annually, while the smaller of the 40 charities pay as little as €400.

Comments from John Gill, a partner in the private client department of law firm Matheson Ormsby Prentice, indicate that the campaign may be timely. Mr Gill said he had not seen a trend towards people leaving charitable legacies in Ireland.

www.mylegacy.ie

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