WWAV DRTV legacy donor campaign to show on Channel 4

Six UK charities have joined forces to reverse the decline of legacy donations using a direct response TV commercial through WWAV Rapp Collins.

Six UK charities have joined forces to reverse the decline of

legacy donations using a direct response TV commercial through WWAV Rapp

Collins.



The charities - Blue Cross, Imperial Cancer Research Fund, NSPCC, Oxfam,

RSPB and Shelter - are all existing WWAV clients.



The two-minute ad, featuring the actor, John Alderton, opens with the

question: ’How would you like to be remembered?’ and then makes various

suggestions, including bringing a homeless person in from the cold, or

helping a Third World mother.



A freephone number for further information is supplied. It is a test

campaign and will appear on Channel 4 and satellite stations. Media

buying is through WWAV Rapp Collins Media.



Allan Freeman, WWAV’s client services director, said: ’There is a great

deal of inertia about making or changing your will. Yet we know a lot of

people would like to leave money to charities.’



Tim Hunter, NSPCC’s head of appeals, said: ’Charities have been

criticised in the past for not working together. This venture

demonstrates we are committed to the common good.’



The WWAV executive creative director, Chris Albert, art directed the ad,

which was written by the group creative director, Maria Phillips. David

Smith of Branded Film directed and Sarah Money produced.



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