NSPCC launches TV and online legacy campaign
Howard Lake | 17 May 2010 | News
The NSPCC today launches a TV and digital advertising campaign to ask people to consider leaving the charity a gift in their will.
The ‘What Will We Leave?’ campaign involves two weeks of national TV advertising and a microsite at www.whatwillweleave.org.uk. Both have been created by direct marketing agency Whitewater.
The 40-second TV adverts are voiced by actor John Cleese, a long-time NSPCC supporter. The advert shows children happily spending time with parents and grandparents who have passed on something special to them. It ends with viewers being asked to consider what they would leave children.
Visitors to www.whatwillweleave.org.uk can post their thoughts to loved ones and others about what future they want to leave children via a child’s playground bubble.
NSPCC development director for legacies, Stephen George, said: “‘What Will We Leave?’ is a new type of campaign. Using TV and digital will allow us to stand out from other charities. It will allow us to reach a wider, and slightly younger, audience about the difference a legacy can make to the NSPCC”.
The campaign is part of the NSPCC’s more recent move from focusing on legacy pledges to promoting conversations about legacies. Last year the charity raised over £20 million from legacies.
www.nspcc.org.uk
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.