The Power of Pledging: Helping Cancer Research unlock the potential of legacies

Cancer Research UK, a charity, researched the complex and sensitive topic of wills and put supporters' voices at the core of CRUK's Legacy communication strategy.

Campaign details

Brand: Cancer Research UKAgency: BasisCountry: UK

Synopsis

Talking Taboos

Creating campaigns to encourage legacies is one of the hardest communications challenges for charities like Cancer Research UK (CRUK). Even for staunch supporters, there's a strong reluctance to engage with the topic, which makes it challenging to communicate, and to research. CRUK's marketing team challenged Basis to ensure their legacy campaigns inspired positive engagement, rather than morbid awkwardness.

From previous work with the charity, we knew that to succeed we must address key supporter concerns, which contribute to avoidance and inertia around wills:

  • Taboo:...

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