Marie Curie

INTEGRATED DIRECT RESPONSE CAMPAIGN

Talking about that thing you don't want to talk about

Challenge

Writing your Will can be dull, awkward and, let’s be honest, a bit sad-making. Wills however make up more than a third of Marie Curie’s voluntary income.

My creative partner Katie had to help change how people think about writing their Will. And the idea had to be able to work as a creative platform for the next 5 years.

Idea

We tackled the problem head on, by acknowledging the barriers. We asked people to talk about that thing they don’t want to talk about.

Or in simpler terms, #WillTalk.

Result

The campaign was shortlisted by the DMA Awards and shortlisted for Marketing Campaign of the Year by Third Sector Awards.

The campaign led to a 70% year-on-year increase in enquiries for Marie Curie’s Will writing guide, with 2,000+ people starting to talk about Wills, and 240 gift in Will pledges in the first year.

Our film, which starred real people talking about their experiences with death and Will writing, was given 5 stars on Dave Reviews.

We led the client pitch with this idea, winning £80k worth of business for our agency.

We developed the concept, as well as the film’s story arc, and formulated the director brief. I delivered campaign assets across press, OOH, social, direct mail.

DRTV

RETAIL & PRESS

SOCIAL

DIRECT MAIL

ECD: Bryn Attwell

Creative director: Andy Powell

Creative Team: Octavia Welby, Katie Howe-Dalgleish

Designer & motion designer: Jamie Carroll