MARIE CURIE – #WILLTALK

#WillTalk

1 in 2 of us don’t have a Will. We avoid the conversation. But legacy giving was one of Marie Curie’s biggest areas of fundraising growth, and they needed a five-year platform to drive engagement.

If people don’t want to talk about Wills, let’s meet them where they are. That’s how #WillTalk was born—a simple errr, ummm ah was relatable enough to get people talking.

My creative partner and I developed the concept and storyboards for the DRTV film and social content. I also crafted headlines for OOH and press.

We brought in director Ben Falk to capture real people sharing their experiences with loved ones, loss, and legacy. The campaign ran across TV, OOH, social, press, retail, and direct mail.