Charities set sights on legacies

Remember A Charity is launching an integrated campaign to encourage the public to look favourably on legacy donations and regard such gifts in their wills as normal.

The campaign has been created by Touch DDB and begins on Channel 4 on March 31 with two humorous 40-second executions themed around the reading of a will. The campaign also runs across press, online, ambient and radio.

In one ad, the deceased’s final wish is to have their coffin decked out as a Harley-Davidson and as the organ plays “Bat out of Hell” a voiceover cuts in to say “Make your last wishes something to remember. After you’ve taken care of your family, please remember a charity in your will and help the work live on”.

The press ads dramatise the story of the last wishes of Humphrey Bogart, Tchaikovsky and Gene Roddenberry.

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