Alongside the launch of Plan International UK’s new Sponsorship platform, Don’t Panic was tasked with refreshing the charity’s Legacy communications.
The key insight was that legacy messaging often feels heavy or distant. By reframing legacy giving as an act of authorship, it could feel positive, personal and deeply aligned with Plan’s mission to give girls the freedom to choose their own futures.
We reframed legacy giving as a way to help girls write their own futures.
Built around the original creative thought “For a future that’s hers to write”, we brought the ideas of writing a will and writing a future together in a single visual and verbal language. The campaign introduced a distinctive look and feel - dynamic linework, playful page motifs and a confident, ownable colour palette - creating a legacy identity that felt optimistic, human and clearly connected to the wider brand world.
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