A free will writing service with charities: Making Space, The Wildlife Trust for Bedfordshire, Cambridgeshire and Northamptonshire, RNRMC, Autism Together and Stonewall (Educational)
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Confirm that you have thoroughly read through the brief and are happy to fulfill it. By confirming, you also agree to complete and submit the required content within 5 days of receiving the product (if any*).
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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 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 Sep & 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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Online will writing service
Hook: There is a lot of confusion about wills. Empowering people by giving them more information is key.
Body:
Scene #1 Speak directly to the camera and knock on the camera screen like in the start of this video, https://www.instagram.com/reel/CpQYKLfI67V/?hl=en .
In an informative, upbeat and engaging way. Use your hands to count through each of the three tips to make it super clear and simple, like in this video https://www.instagram.com/reel/ClgNT0CN219/?hl=en
Script #1 - Knock Knock. Here are 3 things that you might not know about writing your will - that you definitely should.
1. Everyone already has a plan in place for when they die: Even if you don’t have a will, everything you own will be divided according to the “laws of intestacy”. These rules work for some people but one size doesn’t always fit all. If you want to have a say about what happens when you die then a will is the way to do it.
2. Even though it’s called your Last Will and Testament it probably won’t be your ‘last will’. A will is a living document. Life changes and wills do too. The government actually recommends people update their will every 5 years or any time you have a major life change. When you write your will online you can easily (and affordably) come back and update it over time.
3. You can write your will via Making Space for free. This Autumn they’ve partnered with expert will writers, Guardian Angel, to help you get your will sorted once and for all. The process is so much easier than you think and you can choose to include a gift to the charity to support their work and helping vulnerable people in need of care and support. It’s a hugely impactful way to support the causes you love saving you money today.
CTA: I have to say I thought writing my own will would be overwhelming, difficult and expensive. If only I’d known. I would have done it sooner! Check it out today!
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.
Additional Links:
Variation 4: Replace 'Making Space' with 'Royal Navy and Marines Charity' and replace 'support their work and helping vulnerable people in need of care and support.' with 'to support the lives of serving personnel and their families, past, present and future'
Variation 5: Replace 'Making Space' with 'Stonewall' and replace 'support their work and helping vulnerable people in need of care and support.' with ' creating a world where LGBTQ+ people everywhere are free to be themselves and can live their lives to the full. Stonewall is leading a vibrant, global movement for change seeking the equity, freedom and potential of all LGBTQ+ people.'
Replace 'Making Space' with 'The Wildlife Trust for Bedfordshire, Cambridgeshire and Northamptonshire' and replace 'support their work and helping vulnerable people in need of care and support.' to 'protect wildlife and wild places and help create a wilder future.
Replace 'Making Space' with 'Autism Together' and replace 'support their work and helping vulnerable people in need of care and support.' with 'supporting people for years to come.'
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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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