Remember A Charity Promo, Case study ONE STUNTMAN. ONE LEGACY by Good Relations, Tribal London

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market United Kingdom
Agency Good Relations
Director Phil Taylor, Steve Tottingham
Art Director Darren O'beirne
Producer Chris Farkouh, Marc Smith
Photographer Kiran Master
Editor Russell Stainton
Agency Tribal London
Executive Creative Director Guy Bradbury
Copywriter Neil Mcguirk
Released July 2011

Credits & Description

Category: Charity and Not for Profit
Product/Service: CHARITY EVENT
Agency: DDB UK
Executive Creative Director: Guy Bradbury (DDB)
Creative Directors: Chris Lapham/Aaron Mcgurk (DDB)
Art Director: Darren O’beirne (DDB)
Copywriter: Neil Mcguirk (DDB)
Agency Producer: Alex Coxhill/Brenda Petersen (DDB)
Agency TV Producer: Sarah Browell (DDB)
Agency Board Account Director: Jon Goulding (DDB)
Agency Account Director: Tamsine Foggin (DDB)
Agency Account Manager: Angharad Thomas (DDB)
Planner: Elaine Miller (DDB)
Artbuyer: Julie Hughes (DDB)
Retouching: Stuart Calder (Gutenberg Networks)
Designers: Pete Mould/Andrew Harris/Oliver Watts (Gutenberg Networks)
Artworking: Gutenberg Networks (Gutenberg Networks)
Photographer: Kiran Master
Public Relations: Phil Brady/Adrian Chitty (Good Relations PR Agency)
Editor: Russell Stainton (Square Media)
Lighting Cameraman: Neil Trierweiler/Drew Seymour (Heart Productions)
Director: Steve Tottingham/Phil Taylor (Heart Productions)
Producer: Marc Smith/Chris Farkouh (Heart Productions)
Media placement: Launch Event - Premiere Prince Charles Cinema - 12 July 2011
Media placement: PR Event - Battersea Power Station – Recreation Of The Stunt Death Wish 3 Stunt That Went Wrong. - 2 August 2011
Media placement: PR Event - O2 Arena Guinness World Record Die Another Day Car Roll Stunt - 13 September 2011
Media placement: Radio, TV, Online, Press - UK: BBC Radio 2, ITV, ITV1, Sky News, Talk Sport, Daybreak, Sunday Times, Daily Telegraph, The Su - 12 July 2011
Media placement: Radio, TV, Online, Press - Worldwide: BBC World Service, Ads Of The World , Forbes US, National Post Canada, Yahoo News, Spie - 12 July 2011

Summary of the Campaign
We know from research that conversation is important to increase consideration and to leave a charitable legacy. Traditional channels felt like cold-calling for such a personal issue so we focused on creating remarkable content to diffuse the awkwardness, and reach our audience via the people and channels they care about.

We avoided the clichés and softly softly approach that’s typical of legacy marketing and advertising to the over 50s by creating a relevant, motivating hero for them and the members' charities to support. The thought that no-one understands the importance of leaving a gift in a will like an ageing stuntman gave us our charismatic legacy poster-child. Getting him to recreate a stunt that almost killed him provided a motivating hook for the media.

In concentrating our budget on creating unique content we attracted broadcast coverage that reached millions of our vital, gift-giving audience. This unorthodox approach meant the 'One Stuntman. One Legacy' campaign achieved extensive targeted reach, inspired levels of consideration and conversation not experienced by Remember a Charity before, and smashed a Guinness World Record in the process.

The Situation
Most charities depend on legacy income, and many wouldn’t exist without them.
Currently only 7% of the UK population leave money to a charity in their will, but if the sector grew by just 4% charities would benefit from an extra £1bn. Remember A Charity (RAC) work on behalf of over 150 charities to encourage more people to consider leaving a charitable legacy.

The problem is wills aren’t something people talk about. They are riddled with social taboos around death and money and the sensitive issue of who gets what in the end. Additionally, the number and size of legacies was reducing, and fewer people were visiting RAC’s site. Research showed (Legacy Giving, TNS, 2008) that prompting people to think about legacies made people more likely to consider leaving one.

The Goal
Marketing objective:
• Raise awareness of charitable legacies
• Encourage people to actively take steps to leave a legacy in their will, i.e. by choosing a charity, and making and rewriting their wills.
• Get the nation chattering about charitable legacies and getting the 50+ to start contemplating them

The Strategy
Objective: Inspire conversation around wills and legacies amongst the 50+
Communications objective: Inspire family conversations about wills and legacies to make them seem more normal and acceptable.
The target audience: The 50+s and their immediate families. Women were key as they are more likely to leave a legacy, and be the family’s natural 'conversationalists'.
Our aim was to create an idea to earn broadcast coverage.
Therefore we concentrated on developing remarkable content, and used the online power of the members to promote it. The idea had to be unique, to stand out and be chosen by the broadcast media our audience tune into, and cool enough for younger generations to discuss it with their family.

Our idea focused on a man who knows the importance of wills better than anyone: veteran stuntman, Rocky Taylor, who nearly died on set 26 years ago. Rocky would recreate the stunt that nearly killed him under the tagline, 'Remember a Charity in Your Will. Before it’s too late'.

With a spokesman in place, we created a brand around Rocky. Design elements ran through everything with events heavily branded with RAC’s logo and messaging. A short, humorous documentary captured why Rocky was facing his demons and helped bring the ‘importance of wills’ message home.

The campaign built to a climax when Rocky broke a Guinness World Record first set on one of his Bond films. The jeopardy and vulnerability at the heart of the campaign gave the media a compelling hook and propelled our message around the world.

Documented Results
Measuring legacies is difficult as it only becomes apparent when the will is read. The best indicators of success are PR coverage, conversation levels and signs of legacy preparation.
• The campaign generated £1,280,189 of free broadcast PR, reaching over 83m of our desired gift-giving audience and 2,114,413 more through the members’ social promotion.
• 39% of those questioned proported to be ‘more likely to talk to friends and family’ after the campaign versus those exposed to 2010’s campaign.
• Those recalling the campaign were 3 times more likely to discuss leaving a legacy and almost 20% say they are more likely to leave a legacy after seeing the Rocky ads.
• 210% uplift in search for 'Remember A Charity' during Awareness Week versus the previous week. Visitors searching 'find a charity' (illustrating they’re considering donating) rose by 33% and the number of new visitors was up 500% on an average week.