Legacy Promotion Campaign trials poster advertising
Howard Lake | 19 October 2003 | News
On its first anniversary the Legacy Promotion Campaign has launched its largest burst of activity to date.
For the first time the consortium of 111 charities which are working to encourage the public to leave a charitable donation in their will has trialed poster advertising in selected outdoor sites across the UK. Locations included Edinburgh, Bristol, Manchester, Leeds, Peterborough and Poole, as well as some London Underground sites.
The posters encouraged people to “keep the love alive: remember a charity in your will”. They included generic charity beneficiary images including sealife, a young girl, a boy undergoing medical treatment, and an old lady. An alternative poster had a different headline: “Why is Death Important to Charities?” Both versions featured the names of all member charities and the Web site address and freephone number.
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The campaign included a 90 second radio advert, regional advertorials, and leaflet inserts in consumer magazines and professional journals. For example, one million copies of the “Keep the love alive” leaflet were inserted into Radio Times, The Lady, Saga, Quicksilver and Choice magazine. A version of the leaflet designed for solicitors and professional advisers was also produced and inserted into the Law Society Gazette.
The campaign has received support from Barclays and HSBC which have both developed a Remember a Charity fact sheet to include in their customer will packs which are sent to 150,000 people a year.
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.