Cannes Lions

LIVE FOREVER

ATOMIC LONDON / REMEMBER A CHARITY / 2015

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Overview

Description

Remember A Charity represents 140 of the UK’s leading charities. Its sole aim is to raise awareness and encourage more people to leave a gift in their will to their favourite charities. Without these gifts many good causes simply wouldn’t exist.

As you can imagine, talking about ‘wills’ is a subject that many people don’t like to talk about. So instead of talking about dying, we posed a different question instead: asking the British public if they would like to live forever.

To do this we created a promotional poster campaign that showed individuals frozen in a block of ice. This drove people to a landing page, where in a world first, people could win the chance to be cryogenically frozen, until a time when technology had advanced enough to unfreeze them.

Outcome

We set out to raise awareness for charitable gifts and succeeded in generating 30 million impressions through our outdoor campaign. With a tiny media budget we achieved 3,851 unique page visits to the campaign website and doubled website traffic to rememberacharity.org.uk

525 people went on to view the ‘Find a solicitor’ and ‘Find a charity’ section. A huge result when you consider the average gift to be more than £25,000.

We also set out to generate PR and gained 24 pieces of local and national coverage, over 40 million opportunities to view and around £132,000 in PR value.

Our annual tracking for 2014 showed that charitable gifts had risen from 14% to 17% amongst 55+ charity-minded people.

In the end the competition winner decided to donate their prize to their favourite charity instead,

helping their work live on. Who knows maybe they got cold feet.

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