Over the years Australian Red Cross had found their legacy messaging had become diluted due to internal strategic priorities. The challenge was to refresh their legacy acquisition campaign to appeal to a new audience.
Normalise the subject of gifts in Wills whilst still retaining a sense of persistence and scale of need for impact and urgency, in order to transform people’s perceptions of the act of leaving a legacy. Give greater focus to ‘people’ as opposed to products and closer, more tangible facts to break down the perceived barriers of leaving a gift in your Will.
Response rate was 30% higher compared to the previous legacy acquisition campaign.