Save the Children digital campaign encourages will donations

Childrens’ charity’s digital ‘legacy’ campaign features ‘world’s busiest midwife’ to encourage supporters to leave a lasting contribution to ‘reason to smile’ cause.

James Hayes | 11th Jun 18
Image shows midwife Alice Sumo, whose work is highlighted in Save the Children's digital fundraising campaign, ‘What do you want your legacy to be’?

A new digital fundraising campaign that showcases a Liberian midwife – whose career has meant that over 800 of the babies she’s delivered have been named after her – aims to encourage people to consider their own ‘legacy’.

Save the Children’s ‘What do you want your legacy to be?’ campaign was created in-house with guidance from the agency Consider Creative. It follows the first Save the Children legacies TV campaign that launched in 2017. ‘What do you want your legacy to be’ kicks-off this week, with further digital and TV content rolling out in September 2018.

The advert shows the work that midwife Alice Sumo undertakes every day to make sure babies are delivered safely. Her 30-year career has mirrored the often tumultuous history of Liberia, from civil war (1989-1997) to the Ebola crisis (2014-2015) – Alice Sumo has continued to deliver babies throughout it all.

Since Save the Children built the White Plains Clinic in 2014 funded by a Capital Appeal by its UK supporters, Alice is able to help save many more women and babies in her area. The hundreds of babies who are named after her range from two days to 30 years-old. Save the Children hopes that viewers will be inspired by Alice’s story and legacy, and consider leaving a gift in their will to give children all over the world ‘a reason to smile’.

“In 2017 charitable gifts left in wills contributed over £20 million to Save the Children’s funding, with money donated directed to wherever it is most needed,” said Jonathan Jacques, Head of Legacies at Save the Children. “Save the Children has been saving children’s lives around the world since 1919, and every year the money our generous supporters leave in their wills helps us to make sure children are healthy and well-fed, protected from harm and receiving a good education.”

Jacques added: “We wanted to tell a really unique and engaging story that our supporters could get behind. By inspiring our supporters with Alice Sumo’s legacy, we hope to emphasise what their legacy can be, and also to encourage them to download a free will-writing guide to find out more.”