An above the line always on legacy contemplation campaign, including TV, digital and press.
Over the past two years, we’ve become trusted strategic partners for the BHF’s Gifts in Wills team, helping them re-cast their supporter journeys – and get the entire organisation talking Will Power.
In January 2020, they came to us with their toughest challenge yet: to create an always-on above the line campaign that cut through to the ‘silent generation’ of over-75s, and inspired them to contemplate leaving a gift in their Will to the BHF.
The BHF team knew what the campaign needed to do: connect with supporters on a deeper level, by successfully articulating the BHF’s ‘why’. The question was: how?
This Could Be Your Gift: a campaign that places the supporter at the heart of the story and – through a super-relatable pledger – demonstrates how a gift to the BHF could provide the greatest gift of all: life.
Complemented by a suite of digital and press ads, This Could Be Your Gift is a true team effort: the result of over 8 months’ collaboration between Consider, BHF and our production partners, Tinderflint – and not even a global pandemic could throw this project off course!
We’re chuffed to bits with the finished product – and the early results are even better than we’d hoped…