GOSH - The Job Description

Legacy gifts are the single biggest source of voluntary income for GOSH Charity, making up around a third of their fundraising. Yet the charity hadn’t had a legacy advert that cut through and built a clear emotional case for support. Our brief was simple but ambitious: create an iconic legacy campaign that would inspire people to leave a gift in their Will, building trust and emotional connection.

Legacy giving is often seen as sombre or transactional, but our audience responds to life-affirming, human stories that show the impact they can have for future generations.

The Job Description - a legacy campaign written by the children of Great Ormond Street Hospital themselves. We asked patients what makes someone special, and their funny, surprising and moving answers became a “job spec” for leaving a legacy gift. Shot in a documentary style with real children and families, the 60” TV film and supporting cut-downs reframe legacy giving as something universal, positive and full of life - a role anyone can take on.

The campaign reframes legacies as about life, not loss - protecting childhood and shaping a future where no child’s story is cut short. By putting children’s voices at the heart of the message, the film disarms, moves and inspires action, creating a piece of work that can live for years across TV and digital, and stand as GOSH Charity’s first truly iconic legacy advert.