Age Scotland, the national charity for older people, has launched a brand new campaign to encourage people to consider leaving a gift in their will.
Developed by our team at Electrify, Leave Light, Not Loneliness, tells the story of Fred and his beloved wife Janet. It highlights the pain of loneliness and social isolation that comes with loss.
The campaign is built around a main film, but is supported by other assets including a legacy pack, social media graphics and short clip outs.
There is also a suite of stunning, portrait imagery that helps to tell the story.
As part of our process, we developed messaging, copy, and the overall look and style, as well as creating the content itself - all in house.
The project took place over several months, with filming over two weekends in December and March, as we grappled with enormous pandemic related challenges.
Using our 'external activity protocol' and revised risk management approach we were, however, able to ensure that the campaign was delivered safely.
There has been exponential growth in legacy income over the last ten years, and that trend is expected to continue in the next decade.
Legacy Foresight, which shares insights about the current shape of the UK sector as well as some key long-term trends, predicts that legacy income will grow by 37% in current prices, to reach £4.7billion in 2029, representing real terms growth of 16%.
Electrify is a creative communications agency that works with clients who share our values to tell extraordinary, powerful stories that inspire action.
Some of our clients include, Alzheimer Scotland, Age Scotland, Big Hearts Community Trust, Dogs for Good, Electric Umbrella, Kent County Council, KA Leisure, National Suicide Prevention Leadership Group, the SPFL Trust, SCVO, and Registers of Scotland.
If you're interested in finding out more get in touch with us via firstname.lastname@example.org.