NSPCC's latest legacy push has been launched in the form of a two-week TV and digital campaign with actor John Cleese lending his voice to the campaign.
The 'What Will We Leave?' televised advert with voiceover by Cleese uses images of children spending time with parents and grandparents who have passed on something special to them, to encourage viewers to think about what they would leave a child.
Long-term supporter Cleese joins a strong team of celebrity NSPCC supporters including Kylie Minogue, Nicholas Hoult, Noel Edmonds and Dame Judi Dench.
The advert is accompanied by a microsite, www.whatwillweleave.org.uk, which asks users to leave messages in bubbles which float across a green park background.
Used to “inspire others to help protect children”, one user-created bubble wished: “That all children with disabilities are regarded in the same way as all other children,” while another read: “I would love to leave my knitting skills.”
NSPCC development director for legacies, Stephen George said: "'What Will We Leave?' is a new type of campaign. Using TV and digital will allow us to stand out from other charities. It will allow us to reach a wider, and slightly younger, audience about the difference a legacy can make to the NSPCC.
"We want people to consider what children mean to them. A gift in their will, after they have provided for their friends and family, can help us protect children now and in the future. We know people take a long time to consider a gift in their will. Creating a conversation sparked through a strong emotional connection can make a real difference - for the donor, for children, and the NSPCC."
The interactive website and televised advert were created by direct marketing agency Whitewater which also implemented a legacies push for the NSPCC on Facebook earlier in the year using its pay-per-click advertising model. Targets were exceeded three-fold with over 7,500 clickthroughs in February.
The NSPCC is prolific in legacies campaigning as a member of the Institute of Legacy Management and as a part of Will Aid and Remember a Charity, where Stephen George is also in place as chair.
