When You Wish Upon a Star free will writing service (for Nicola)
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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
The ultimate aim of a free will offer is to get supporters to leave a gift in their will to charity. Using the legacy proposition as a hook makes sure that the charity is front and center from the very start.
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Octopus Legacy is a place to plan for death and find support after a loss.
When people think about planning for death and dealing with loss they think about products - wills, lasting power of attorneys, probate.
We take these cold processes and turn them into something much more human.
Share more than just money in your will. Make it your own. Why not add in a voice note? Throw in the recipe you're famous for? Share your go-to playlist? Don’t rush it, but add to it as life changes. Co-create it in conversation with friends and family.
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 helps charities offer a clear call to action in the form of a free will writing service.
In Feb-March 2024 we're 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 charity's 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
Here are 3 easy ways that you can save money today and choose what you’ll leave behind for the charities and people you love in the future:
Write your will for free - When You Wish Upon a Star have partnered with leading will writer Octopus Legacy this month so you can write your will free of charge.
Give 10% or more of your estate to charity. I chose to give 11% of my assets to When You Wish Upon a Star to support their mission of granting wishes and bringing joy to children facing life threatening and terminal illnesses. This doesn’t just help make your will your own, but it can also reduce your inheritance tax by 4%.
Include your funeral wishes in your will - not only does it save the people you love the worry of whether they’ve got your funeral ‘right’, but it can also avoid them spending money on things you wouldn’t have wanted or needed.
How will you make your will your own?
Write your will for free online, over the phone or face to face 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
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
Add subtitles, please use white writing against a black background to ensure it’s accessible for all
Don’t:
Sound like you’re reading off a script
Film via TikTok app. In case of revisions please edit with CapCut or similar
Blurry footage, not being able to see you clearly.
Film in your bedroom
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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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