For the second year, we’ve been working with Remember a Charity’s annual awareness week – Remember A Charity Week – to look to raise not just awareness but understanding of the importance of legacy giving in the UK.
Remember A Charity is a consortium of around 200 charities (from the national and international charities to the small and local), whose mission is to normalise the idea of leaving money to charity in your will – after you have looked after your friends and family, of course.
It’s a challenging subject, talking about what happens when we’re gone. So we stuck to our “Strictly Strategy” of working with our lovely ambassador Len Goodman (with whom we’ve worked previously) as well as former Glitter Ball champion and EastEnders star, Kara Tointon.
It worked a charm. We started the week with Len chatting about the week and its importance on ITV’s Good Morning Britain and was joined with Kara for a busy schedule of radio interviews, including Talk Radio twice, a plethora of local BBC stations and a fabulous hit on Entertainment News’s daily showbiz news bulletin, which was syndicated to all of Bauer’s radio stations across the UK.
In addition to utilising our Strictly launch talent, we were also busy promoting the creative theme of the week – The Wombles – which had created a bespoke short CGI film for the cause. Working with the new voice of ‘Grand Uncle Bulgaria’, showbiz presenter and actor Ross King MBE, and supported by consumer research, we drove a slew of further coverage over the week. We secured amazing print coverage in The Times and Daily Express (page 3). As well as further online hits including The Daily Mirror (twice), The Sun, Express (twice), The Independent, The Daily Star, MSN, Yahoo and Entertainment Daily (three times).
The coverage is still rolling in too, including a PA interview with Kara and a Mail on Sunday feature and BBC Radio London interview with Tony Blackburn for Len. Happy days.
Ultimately each year Remember A Charity Week is all about making a difference and we’re proud to have again played our part in normalising legacy giving in wills.