Feature

IPA Effectiveness Awards 2010: Bronze Award - Remember a Charity

Title: Pennies from heaven

Client: The Remember a Charity Consortium

Entrant: DDB UK

Authors: Richard Hill, Simon Ringshall, Touch DDB; Alex Vass, Matrix DDB

Contributing authors: Les Binet, Sarah Carter, DDB UK

Credited companies - Creative agency: DDB UK

PR agency: Good Relations

Media used: Ambient, newspapers, PR, radio, TV, viral/social media, website/microsite

IN A NUTSHELL

Using humour in communications encouraged legacy-giving to charity to become socially accepted in the UK, thus creating the beginnings of a new social norm, and generating a payback for charities of £205 million.

SUMMARY

Remember a Charity, a consortium established to encourage legacy-giving to charity, had an audacious goal - to make leaving charity legacies in wills socially accepted in the UK. Receiving an unexpected legacy of its own enabled it, for the first time, to develop a more ambitious strategy and communications campaign. By using humour, to engage the public with this topic through broadcast media and PR, it created the beginnings of a new social norm around who we choose to remember in our wills. Remember a Charity staged the first-ever "Legacy awareness week" and organised activities for 150 member charities to get involved in. The consortium has estimated the campaign paid for itself 206 times over, generating a net payback for charities of £205 million.

JUDGE'S COMMENT

Faced with a huge responsibility and very difficult target market, Remember a Charity was a well presented and wittily written case in which bold moves generated a very impressive return.

Nigel Gilbert, former group marketing director, Lloyds Banking Group.

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