We all love the NHS – so we were honoured to create the first integrated legacy campaign for NHS Charities Together, including their first-ever DRTV ad.
NHS Charities Together is a network of over 230 charities supporting NHS staff, patients, and communities. The goal of the campaign was to encourage people to leave a gift in their Will to one of these charities.
Our campaign, “Your Forever Thank You,” was inspired by a simple but powerful insight: many people want to say thank you for the care they or their loved ones have received from the NHS.
At the heart of the campaign was a moving DRTV ad based on a true story. It featured a young boy whose life was saved after he developed meningitis – and showed how NHS charities supported his family, from the critical-care children’s ambulance that rushed him to hospital, to the special accommodation provided to his parents so they would never be far from his bedside.
The campaign also included radio, digital, and branded pharmacy bags, plus a toolkit for individual charities. This toolkit featured marketing templates, a Will guide, web content, and supporter journey advice.
The results were remarkable:
We’re really proud of this campaign – and all we’ve done to help the many charities who support the vital work of our NHS.