Compelling campaign marks Remember A Charity Week 2015 » Charity Digital News

Compelling campaign marks Remember A Charity Week 2015

Remember a Charity has launched a new campaign, “Extreme Will Writing Club”, to mark this year’s Remember a Charity Week, which is taking place from 7-13 September.


Powerful film 

Established in 2000, Remember a Charity comprises over 140 of the UK’s favourite charities, collaborating to “make legacy giving a social norm”. Remember a Charity Week is an anual event that was created to inspire more people to consider leaving a gift to charity when writing a Will.

The new campaign features a video showing a group of elderly people, aka the “extreme will writing club”,  going to extreme lengths to leave a gift in their will – they have to embark on a skydive in order to visit their solicitors.

Underlying message 

The message of the campaign is that you don’t have to go to extreme lengths to do something positive for a charity that you support, because “including a gift in your Will is legendary enough”.

As well as the short film, a number of other channels are being used to share the campaign, including posters dotted around the London Underground.

According to the cross-charity campaign, three quarters of Britons regularly give to charity in their lifetimes, yet only 7 per cent currently include a charity when writing a Will. It said: “Nevertheless gifts in Wills are still the foundation of many of Britain’s charities, creating almost £2billion each year, the equivalent of 19 Comic Reliefs. Remember a Charity points out that, without this income, many charities would not exist and other would have to be cut importance services.


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