The Brain Tumour Charity Gift in Will Campaign
A campaign which takes its audience on a journey of truth, discovery, and insight, to ultimately end up in a place of empathy, understanding, and generosity.
When it comes to writing a Will, the vast majority of campaigns ask for money, but for many people a Will isn’t principally about money - it’s a final statement about who or what matters most to you.
One of the devastating effects of a brain tumour is that it isolates everybody affected: people who are diagnosed often find they have experiences, thoughts and feelings that they may not be able to share with the people they care about until it’s too late; in turn, their families and friends also find it difficult to share their own sentiments. This is the emotional truth that we decided to put at the heart of the campaign. We’re not simply asking people to leave us money - we’re asking them to share their experiences for the benefit of others.
At the core of the campaign were the personal and unique messages, stories and advice people wanted to share - their contribution to 'Leaving nothing unsaid'. We needed a space for people to write, share and read these messages. A place where people could come for advice and give advice. We launched a microsite alongside the campaign to give people the space to share their experiences and stories. This content was used (with permission) and threaded through all campaign material – real, geuine and personal. You can view the website here.
