Audience & Stakeholder Research via Humankind
Overarching Campaign Strategy, Proposition and Messaging, Ongoing Stakeholder Engagement
Approach and Concept Development, Creative Testing, Scripting
BRTV Film Production & Direction, 100+ Integrated Assets
With hospice funding under threat and competition for legacy giving increasing, we partnered with Hospice UK to create a groundbreaking national TV campaign to inspire more people to leave a Gift in their Will to their chosen hospice.
The campaign, ‘This is hospice care’, brings together 143 hospices across England, Scotland, and Wales for the first time – in what is set to be the most visible charity TV campaign at key legacy-giving moments this year.
With rising costs and growing demand for services, legacy giving is critical to the long-term survival of hospice care. However, insight showed that market share for the hospice sector was actually declining in an increasingly crowded space – and the hospice voice was struggling to stand out.
So, we partnered with Hospice UK to bring together 143 participating hospices across England, Scotland and Wales to develop a unified legacy campaign to inspire more people to leave a Gift in their Will to their chosen hospice.
Through multifaceted research and testing with Humankind, we identified two core insights that drove the development of the campaign.
First, we explored current perceptions of hospice care, to understand barriers to support and uncover potential motivators. In a nutshell, we found that learning that hospice care is more than people perceive it to be is highly motivating for new and current supporters. In fact, we found that this fundamental shift in perceptions of hospices from ‘sad places you go to die’ to understanding the specialist and diverse care they provide, made audiences much more open to support.
Alongside this, we uncovered important legacy giving behaviours, including the long-term, consistent need of hospice care and a strong sense of ownership and responsibility in a local community context.
With this insight, This is hospice care celebrates the incredible breadth of hospice care – and why it’s vital we come together to protect it.
We developed a unifying and flexible concept that highlights the surprising and unexpected diversity of hospice care; from children and adult hospices; to care at-home or in a hospice building; to the joy, sadness and the bittersweet moments experienced by the people they support.
Alongside this, we created an overarching legacy fundraising proposition; Help hospice care live on for all, for now, forever. Through creative testing with Humankind, we carefully crafted this to work alongside hospices’ own messaging, while ensuring it taps into key legacy giving motivators.
In partnership with JAA Media, we developed a campaign strategy designed to drive a surge in awareness through the greatest share of voice at the most relevant Gift in Will moments. As a result, our perception-changing brand response TV (BRTV) advert sits at the heart of the campaign, designed to reach the widest possible audience on their most influential channel.
To support the national BRTV campaign and drive engagement on a local level, we developed a bespoke campaign microsite and online journey, which is supported by a PPC campaign to help audiences find out more about leaving a Gift in their Will to their chosen hospice.
Finally, the campaign aims to drive engagement on a local level through local hospice activation. Working closely with participating hospices, we developed a mix of campaign content for their channels, including key messaging, sample posts and 100+ assets across social media, print, email, website, and PR.
One of the most important parts of this campaign was aligning and onboarding participating hospices throughout the process and towards a collaborative launch. We achieved this in a number of ways:
Throughout, we’ve received overwhelmingly positive feedback from hospices who said they felt informed, heard, and supported at every stage. In fact, in our final webinar, we were joined by over 300 stakeholders. On average, attendees rated our guidance 9/10, and said they felt 9/10 confident we had provided them with everything they needed to get involved.
The campaign will launch with a collaborative launch in February 2025, followed by two high profile media bursts around key Gift in Will moments. As a result of the combined efforts, the TV advert is expected to be seen more than any other charity advert during its air. In fact, over 10 million adults aged 55+ will see the campaign on TV, across a media mix of 21 channels.
