HelpAge wanted to encourage people to donate portions of their house that they have no use of, for their Legacy Programme. Under this programme, HelpAge uses the properties donated to conduct welfare programmes for the elderly.

The agency came up with a response coupon-based campaign where cutting the coupon meant cutting away a portion of the house.

The Legacy Programme has been running for some time but it was only after this campaign was released that the first few actual donations were received. When probed, every donor cited this campaign as a reason for their response.