Our work

British Heart Foundation

Inspiring the greatest gift of all for the BHF


An above the line always on legacy contemplation campaign, including TV, digital and press.

The Challenge:

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?

The Solution:

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…