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