Non-profit organisation Remember A Charity has once again joined forces with Atomic London to roll out the 2024 version of its Be Remembered for More campaign. 

The campaign, directed by award-winning comedy director Phoebe Bourke, aims to connect with people aged 50+ by using humour to encourage them to leave gifts to charities in their wills. 

Following the success of last year’s campaign, Atomic London has fine-tuned its message by focusing on small, unforgettable moments that make loved ones stand out. These relatable scenarios serve as a poignant reminder of the lasting legacy one can leave behind. 

The 2024 campaign – which is being rolled out across Facebook, Instagram and YouTube – centres on a series of comedic vignettes, each capturing quirky characteristics of loved ones. One scene depicts a woman’s fondness for giving her family uneven haircuts, showing how even the most unusual habits can create memorable legacies.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

The campaign marks a move towards the charity’s higher production value, with a particular focus on comedic timing.

“By honing in on those unique, personal moments that make people unforgettable, we hope to encourage legacy giving in a light-hearted yet impactful way,” said Louise Rudaisky, managing director at Atomic London.

“This campaign’s blend of humour and heart aligns perfectly with our mission,” said James Cundy, digital communications manager at Remember A Charity.

“We want to inspire more people to leave a lasting legacy by giving to charity in their wills.”