Samaritans tasked us with creating a legacy campaign that could inspire people to consider leaving a gift in their Will while feeling true to the organisation’s wider purpose.
Legacy giving can easily become an abstract conversation about money or what happens after someone has gone. But the reasons people leave gifts are rarely abstract. They’re rooted in a lifetime of relationships, memories, choices and values.
Our challenge was to make that emotional motivation feel tangible and to connect it directly to Samaritans’ belief in the power of human connection.
We created Let Your Will Do the Talking. The campaign is built around a simple human truth: the things that matter most profoundly can often be the hardest to put into words. By connecting that insight with legacy giving, the campaign reframes a gift in a Will as something deeply personal - a way for someone’s values to continue speaking long into the future.
The hero film was captured in a single unbroken take, showing a friendship and a conversation that neither person quite knows how to have.
