BHF
DRTV recruitment
Legacies make a real difference to charity income. But many people don’t realise how easy it is to leave one...
In this TV ad for BHF, we normalised legacy giving – by inviting three people whose lives had been touched by heart and circulatory disease to share their personal motivations for leaving a gift in their Will.
To overcome audience inertia, we made the first step really easy – offering viewers a free guide with all the information they needed before taking the next step.