A free will writing service with charities: St Kentigern Hospice, Plantlife, Bowel Research UK, Jo's Cervical Cancer Trust (Price/Ease)
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Project Summary
The Brief
Guardian Angel is a tech for good company created to make the experience of losing someone easier. It was founded after our founder Sam who lost his Mum suddenly in 2016. He experienced first-hand the chaos caused by the absence of a plan when someone dies. It made one of the toughest times in his life even tougher than it needed to be. Guardian Angel was created to make the experience of loss that little bit easier for those left behind.
One of the ways we do this is through our proactive planning tools, including our online will.
One of the ways we distribute our online wills is via our 200+ charity partners. Gifts in wills make up a significant portion of charities income and our online tool help charities offer a clear call to action in the form of a free will writing service.
In Sept-Oct, 2023 weʼre running a campaign for our charity partners to help them promote legacy giving via gift in wills. We will be testing paid social ads across Facebook, Instagram and TikTok to encourage our charities potential supporters to leave a gift in their will using our online will writing service.
Which is:
- All online (sort-from-the-sofa-friendly)
- Can be completed in ~15 minutes
- Each will is reviewed by legal experts
- Legally binding when printed and signed with a witness
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An online will writing prodcut
Hook: ‘Free will’ can be a nice hook to engage colder audiences. But often means users use the free will offer and then don’t leave a gift to charity. We want to create content that uses free will as a hook to engage people but encourages money minded individuals to leave a gift in their will by educating them about the tax benefits of doing so. |
Script: Scene #1:
Show yourself to the camera and address the audience directly. Look excited, like you're about to blow their minds / change their perception.
Script #1:
I think this is the money tip that not enough people are talking about…
Did you know you can actually save money by writing your will with a charity?
I didn’t.
Scene #2
Address the audience directly. Inform, educate and empower them. Authoritative tone about your own experience that builds trust. Remember: always film in natural / bright light! (e.g. facing a window)
Script #2:
This Autumn St Kentigern Hospice are running a free will offer for their supporters.
So not only did I save money today, ticking off something I’d been meaning to do for years.
But by giving just 10% of my estate to St Kentigern Hospice I also save my [INSERT KEY LOVED ONES] money by reducing inheritance tax by 16% when I die.
[UGC to insert how this makes them feel e.g. Nice to know I can do some good whilst saving money] |
CTA: Scene #3
Sound positively surprised. Tone: Lighter, more relatable. Share your own preconceptions about will writing and show you’re relief that it wasn’t that.
Script #3:
**PLEASE INCLUDE THIS:
It was easier than I thought.
I’ve always [HOW YOU FEEL ABOUT THEIR WORK e.g. loved/been inspired etc.] the work they are doing to ensure specialist palliative and end of life care is available to people who are in need in North Wales.
So this Autumn when they offered me a free will it was the push I needed to finally get this sorted.
I was expecting writing to be [REAL CONCEPTION YOU HAD]. But it was actually quick, in plain english and pretty painless.
you do need to show the online service, you can create an account and start the steps here: https://guardianangel.network/online-will when you go through the steps, there is a section called 'Divide your estate' and it will ask if you want to leave a gift to charity, you will need to show selecting the charity you are talking about.
Do:
- Film in natural light, ideally facing a window
- When not directly speaking to a camera, use VO but ensure the audio quality is seamless and natural
- Add engaging captions to your video. Remember to submit the version without.
- Use copyright free music, and remember to submit the version without
- Keep it lively and energetic - we want to encourage the audience to take action
- Shoot high-res
Don’t:
- don't sound like you’re reading off a script
- don't film via TikTok app. In case of revisions please edit with CapCut or similar
- No Blurry footage, not being able to see you clearly.
Variation 4: Replace 'St Kentigern Hospice' with 'Jo's Cervical Cancer Trust'. Replace 'To ensure specialist palliative and end of life care is available to people who are in need in North Wales' with 'to make cervical cancer a thing of the past, and be there for everyone who needs them, until they do eliminate cervical cancer – through support services, information, engagement and influencing.'
Links:
- https://www.instagram.com/p/CaUtF2WIOu3/
Replace 'St Kentigern Hospice' with 'Plantlife'. Replace 'To ensure specialist palliative and end of life care is available to people who are in need in North Wales' with 'to save our last remaining wild habitats. Wild plants and fungi underpin life on earth, enrich natural landscapes, and calm our minds. But 2 in 5 species are at risk of extinction.'
Replace 'St Kentigern Hospice' with 'Bowel Research UK'. Replace 'To ensure specialist palliative and end of life care is available to people who are in need in North Wales' with 'to fund research that develops clinical practice and improves the quality of life for people with bowel cancer and bowel disease.'
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MISSION: Death is tough enough. Our mission is to use technology and real-life experience to make sure that it’s not any tougher than it needs to be.
VISION: To be the UK’s go-to brand when people talk about, plan for, and deal with death.
VALUES:
- Compassionate: Never exploit anxiety. Always reduce complexity and anxiety around death.
- Customer First: Deliver the best experience and value for our end user.
- Trustworthiness: We’re honest, transparent and we have integrity.
- Constant-improvement: We’re curious - always learning, testing and improving to build an intuitive process.
BRANDS WE ADMIRE & WHY:
- Stephenson Law: Ditching the jargon and empowering people. Strong use of the founder story. B2B but not dull as dishwater.
- Lemonade: Relatable, empowering voice. Knows its audience. Ditches the jargon and speaks in clear, plain terms. Millennial-friendly tone of voice. Nails the balance between authority and disruptor status. Feeling that they care about their consumers.
- Hertility: Sophisticated and trustworthy brand identity. Logo builds authority with a nod to science. Copy first approach.
- Nude: Jargon busting. Knows its audience. Makes something that’s dull and stressful feel fun and empowering, fun, and relatable.
- Gaia: Relatable, inclusive imagery. Balances the hard reality of an IVF journey with the optimism of creating a family. Bold assertive voice & strategic use of the founder’s story builds trust. A tailored approach empowers the individual and shows they care about the customer.
- Headspace: Accessibility, empowering users, care for users, clear mission.
- Poppy’s Funerals: Calm, warm, professional look and feel puts people at ease. Brightens up the dull and dreary death space. Copy first approach. Position themselves apart from the funeral industry (where trust is low) via directness and clarity of tone.
- Marshmallow: Simplifying a complex space. Adding fun, life, and positivity to a commodified and dull space. Illustrations breathe life into the copy-led approach. Build confidence through a lack of noise, transparency, and calmness.
- Monzo: Bold, eye-catching and creates a statement. Informative, delivering messaging clearly and to the point.
- Huddle: Balanced between people and the product/service itself.
- Laka: Copy and tone of voice. Feeling part of something. Doesn’t exploit anxiety.
COMPETITORS:
- FAREWILL
- BEYOND
- MY WISHES
- LEMONADE
- DEAD HAPPY
- TRUST AND WILL
ACCESSIBLE VS ANXIETY-INDUCING: We don’t use over-complicated technical jargon. We make conversations around death accessible, not anxiety-inducing or confusing.
STORYTELLING AS A WAY OF BRINGING PEOPLE TOGETHER: We don’t talk in blanket statements. Everyone’s experience of death is different. Instead, we can encourage open communication by championing individual stories.
DIRECT: We don’t beat around the bush. As a brand, we use ‘death’ rather than ‘passed away’. We are direct without being crass.
GROUNDED: We know that nothing we say or do will remove the emotional difficulty of death. We will never promise that.
BRANDS WE ADMIRE & WHY:
- Stephenson Law: Ditching the jargon and empowering people. Strong use of the founder story. B2B but not dull as dishwater.
- Lemonade: Relatable, empowering voice. Knows its audience. Ditches the jargon and speaks in clear, plain terms. Millennial-friendly tone of voice. Nails the balance between authority and disruptor status. Feeling that they care about their consumers.
- Hertility: Sophisticated and trustworthy brand identity. Logo builds authority with a nod to science. Copy first approach.
- Nude: Jargon busting. Knows its audience. Makes something that’s dull and stressful feel fun and empowering, fun, and relatable.
- Gaia: Relatable, inclusive imagery. Balances the hard reality of an IVF journey with the optimism of creating a family. Bold assertive voice & strategic use of the founder’s story builds trust. A tailored approach empowers the individual and shows they care about the customer.
- Headspace: Accessibility, empowering users, care for users, clear mission.
- Poppy’s Funerals: Calm, warm, professional look and feel puts people at ease. Brightens up the dull and dreary death space. Copy first approach. Position themselves apart from the funeral industry (where trust is low) via directness and clarity of tone.
- Marshmallow: Simplifying a complex space. Adding fun, life, and positivity to a commodified and dull space. Illustrations breathe life into the copy-led approach. Build confidence through a lack of noise, transparency, and calmness.
- Monzo: Bold, eye-catching and creates a statement. Informative, delivering messaging clearly and to the point.
- Huddle: Balanced between people and the product/service itself.
- Laka: Copy and tone of voice. Feeling part of something. Doesn’t exploit anxiety.
COMPETITORS:
- FAREWILL
- BEYOND
- MY WISHES
- LEMONADE
- DEAD HAPPY
- TRUST AND WILL
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