Hospice care charity Marie Curie is looking to change the conversation around wills and end-of-life care through #WillTalk, a new legacy campaign.
Created by purpose-driven agency GOOD, the campaign’s hero film communicates the vital importance of proper end-of-life care and aims to normalise conversations around wills.
The campaign is driven by the insight that only half of UK adults have a will, with only 16% of these including a gift to charity. Marie Curie will be hoping to remove taboos around end of life and stimulate important conversations among loved ones.
“As a nation, we’re not very good at talking about end of life and specifically, making a Will. Marie Curie wants to change that so that making a Will becomes a natural and positive thing for us all to do,” GOOD ECD, Bryn Attewell said.
“To help us unlock the truth, we engaged with a diverse range of people and filmed them, unscripted, talking about their experiences. The way they opened up not only created a hugely emotive, powerful film but also helped create an authentic and relatable campaign which we hope will support Marie Curie’s vital services for years to come.”
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Running across TV, press, social media and out-of-home, the charity’s film captures candid, unscripted footage or people talking about their wills and end of life.
Marie Curie senior legacy and in memory marketing manager, Abbie Barton added: “Currently one in four people don’t get the care and support they need. That’s an estimated 150,000 people every year and, due to our ageing population, it is getting worse.
“Marie Curie’s mission is to close the gaps we see in end of life care so no-one misses out in the final years, months, weeks, and days of life, or when bereaved.
She continued: “With gifts in Wills funding a third of Marie Curie’s voluntary income, they are crucial to helping us achieve this, and supporting the growing number of people at the end of life, no matter the illness, who need care and support in the UK, now and in the future.
“We hope the public will be able to relate to the powerful emotion and authenticity shown by real people and their stories in the campaign. We believe this campaign will make a real difference to our hospice at home, hospices, and companion services long into the future.”
