NSPCC launch legacy and fundraising campaigns

The NSPCC is launching a legacy campaign to encourage people to leave money to the charity in their will, alongside a fundraising ad.

NSPCC legacy website homepage
NSPCC legacy website homepage

The “What Will We Leave?” campaign starts with a two-week burst of TV advertising supported by online activity.

The campaign has been developed by direct marketing agency Whitewater.

The 40 second TV ads are voiced by actor and long-time NSPCC supporter John Cleese.

It depicts children spending time with parents and grandparents who have “passed on something special to them” and ends by asking viewers to consider what they would leave children.

Visitors to the whatwillweleave.org.uk can post thoughts about the kind of future they want to leave children and find out what a gift in their will can do for the NSPCC.

NSPCC development director for legacies Stephen George says the campaign allows the charity to stand out from other charities and reach a wider and younger audience.

“We know people take a long time to consider a gift in their will. Creating a conversation sparked through a strong emotional connection can make a real difference – for the donor, for children, and the NSPCC.”

Separately, the NSPCC is launching a direct response TV ad to recruit regular donors.

The 60-second ad (featured above), created by RAPP, features Chrissie Hynde and The Pretenders’ version of “I’ll Stand by You” and asks a series of questions including: “How can Emma fight off her uncle?” and ” How can Jack take another beating from his mother?”

The ad ends with the caption “Enough is enough. Because children need you to stand by them” and encourages viewers to donate £2 a month the children’s charity.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here