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.