NSPCC launches TV and digital legacy campaign

Monday 17 May 2010

The NSPCC launches a new TV and digital advertising campaign (Monday 17 May) to ask people to consider leaving the charity a gift in their will.

'What Will We Leave?' kicks off with two weeks of national TV advertising and a specially created microsite - www.whatwillweleave.org.uk. Both have been created by direct marketing agency Whitewater.

The 40 second TV adverts, voiced by long-time NSPCC supporter and actor John Cleese, will initially run for two weeks. The advert shows children happily spending time with parents and grandparents who have passed on something special to them. It ends with viewers being asked to consider what they would leave children.

Visitors to www.whatwillweleave.org.uk can post their thoughts to loved ones and others about what future they want to leave children via a child's playground bubble. The site will also have information on what a gift in your will can do for the NSPCC.

NSPCC development director for legacies, Stephen George said: "'What Will We Leave?' is a new type of campaign. Using TV and digital will allow us to stand out from other charities. It will allow us to reach a wider, and slightly younger, audience about the difference a legacy can make to the NSPCC.

"We want people to consider what children mean to them. A gift in their will, after they have provided for their friends and family, can help us protect children now and in the future. 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."

Gifts in wills are an important source of income for the NSPCC. The charity has pioneered a fresh approach to legacies through promoting conversations rather than traditional pledges.

Ends

NSPCC media office 020 7825 2514 Out of hours 07976 206 625

Notes to editor

1. Images from the TV advert and microsite are available.

2. For information about the NSPCC's 10 point legacy charter visit here

About the NSPCC's Legacy Fundraising

The NSPCC has joined forces with other charities and the legal profession to raise awareness about leaving money to charity as part of Remember A Charity (www.rememberacharity.org.uk) and also participates in Will Aid (www.willaid.org.uk)
The NSPCC is also a member of the Institute of Legacy Management and works within the Institute of Fundraising legacy codes of ethics and Charity Commission guidelines. Last year the NSPCC raised over £20 million from Legacies.

About the NSPCC
The NSPCC is the UK's leading children's charity specialising in child protection and the prevention of cruelty to children. The NSPCC's vision is to end cruelty to children FULL STOP. The NSPCC runs projects and services across the United Kingdom and Channel Islands, including ChildLine, the UK's free, confidential 24-hour helpline for children and young people.

About Stephen George
Stephen is also Chair of Remember a Charity, a consortium of over 140 charities aiming to make gifts in wills a social norm.