Campaign details
Brand: Cancer Research UKAgency: BasisCountry: UK
Synopsis
Talking Taboos
Creating campaigns to encourage legacies is one of the hardest communications challenges for charities like Cancer Research UK (CRUK). Even for staunch supporters, there's a strong reluctance to engage with the topic, which makes it challenging to communicate, and to research. CRUK's marketing team challenged Basis to ensure their legacy campaigns inspired positive engagement, rather than morbid awkwardness.
From previous work with the charity, we knew that to succeed we must address key supporter concerns, which contribute to avoidance and inertia around wills:
- Taboo:...