Marie Curie: Will Talk

Half of the UK do not have a Will. Everyday people are putting off writing one through fear that it will be morbid, confusing or complicated. This campaign on behalf of end-of-life experts, Marie Curie aims to start a national conversation about Will writing which provides lasting security to families, whilst encouraging prospective legators to leave a gift in their Will to Marie Curie.

The campaign features four pairs of real-life friends and partners who we engaged sensitively through online grief forums. What we created was honest, moving and unscripted conversations of those people discussing end-of-life and their Wills for the first time. I lead the team from brief through to delivery with the campaign running across DRTV, social, digital, radio and press.

In year one alone the campaign led to a 70% increase Y.O.Y in enquires for Marie Curie’s Will writing guide, 2,000 people starting to talk about Wills, and 240 pledges. Following it’s success the campaign has ran for over three years and is in the process of being refreshed with more stories soon to be introduced to the wider public.