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 and I were tasked to 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

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

The campaign was shortlisted by the DMA Awards and highly commended by the Third Sector Awards.

Together, my creative partner and I not only came up with the idea but presented it to our Marie Curie clients at the tissue session and in the main pitch too.

We developed the concept, as well as the film’s story arc, and formulated the director brief. I wrote the copy across the assets, including press ads, 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