Arthritis Research UK approached us requesting strategy, proposition, and creative in order to revitalise their legacy campaign. Our challenge was to encourage both existing and potential supporters to leave a gift to the charity in their will. Our main objective was to enable the charity to speak confidently and practically about a subject that it is often perceived to be delicate and complex.
We established an overarching positive, uplifting proposition and messaging for the new campaign, which focused on turning the negatives of arthritis into positives – and restrictions into possibilities. Using enabling language built around fighting the disease, we highlighted the power and importance of the charity’s research efforts, and the part gifts in will play in funding this research.
A bold and engaging look and feel ensured the materials were distinctive, inspiring and interesting. A key piece, the guide to leaving a gift in your will, contained case studies and research evidence. This provided supporters with practical advice, whilst being clear, compelling and emotive.