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Fundraising Proposition & DRTV Campaign
Left to Chance
This is hospice care
National Legacy Campaign
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Uniting a sector to protect the future of care
With hospice funding under threat and competition for legacy giving increasing, we partnered with Hospice UK and 143 independent hospices to launch a groundbreaking national TV campaign to inspire more people to leave a Gift in their Will to their chosen hospice.
Challenge
To tackle a decline in hospice legacy giving, we needed to cut through on the national stage - becoming the most visible charity TV campaign at key legacy-giving moments.
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RAW Truth™
Celebrate the incredible breadth of hospice care - and why it’s vital we protect it.
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Solution
This is hospice care is a unifying and flexible campaign 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.
It works alongside the overarching legacy proposition; Help hospice care live on for all, for now, forever.
Through creative testing with Humankind Research, we carefully crafted this to work alongside hospices’ own messaging, while ensuring it taps into key legacy giving motivators.
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Activation
Long-term strategy: Unified proposition designed to evolve and change perceptions over time.
National brand activation: Including collaboration with JAA Media to deliver a high-impact BRTV and radio campaign, as well as PR with Stand for the greatest share of voice on the most influential channels.
Local hospice engagement: Engaging communities through local channels, including digital, social, OOH, radio, events and PR.
Stakeholder engagement: Complete with toolkits, webinars, reports steering groups and a bespoke campaign portal.
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Behind the scenes
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