The online and outdoor ads, created by Atomic London, were made to mark this week's Remember a Charity Week (7-13 September).
The campaign features a video that shows people in their 70s going to extreme lengths to leave a gift in their will by visiting a solicitor’s office at 10,000 feet before sky diving to the ground. The message is that you do not need to go to extremes for charity – leaving a gift in your will is legendary enough.
A variety of channels are being used including YouTube, Vimeo, out-of-home posters on the London Underground, and social media.
Rob Cope, director of Remember A Charity, said: "What I love about this campaign is that, not only does it stand out as one of – if not the – best things we have ever done for Remember A Charity, the idea itself is fundamentally built on the act of leaving a gift to charity in your will.
"It also does it in a way that celebrates those amazing individuals all across the UK that go to extraordinary lengths for the charities they are most passionate about."
Remember A Charity was formed in 2000 and works with the Government and supporters to encourage more people to consider leaving a charitable gift in their will.
Guy Bradbury, Atomic London’s executive creative director, said: "This was one of the bravest ideas we have ever put forward for Remember a Charity, but the result is an incredibly authentic and inspirational campaign that captures a fantastic attitude of supporters.
"As one of our participants put it: 'If you want to do something positive, don’t just tweet it – get up and do something about it.'"
