A free will writing service with charities: Chester Zoo, Kingston Hospital, Wakefield Hospice, National Deaf Children's Charity (Legacy Giving)
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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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An online will writing product
Hook: 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. |
Script: Scene #1
Although the wording needs to be specific the way you talk about it should feel upbeat, engaging and heartfelt. Feel free to add in an additional section on why that the work they do is important to you personally (we may have to edit this out if the charity isn’t happy but this personal touch will really bring it to life!).
Script #1:
Have you heard of Chester Zoo they ensure that wildlife around the world continues to thrive and survive.
Inspiring right?
Scene #2
Relate to the audience. Look at the camera. Tone: should be relatable, acknowledging that life isn’t the easiest at the moment in a cost of living crisis.
Script #2
I don’t know about you, but it’s been a bit of a struggle to support the charities I love in the way that I used to.
But I’ve found a new way to support Chester Zoo without costing me a penny today…
This autumn Chester Zoo are running an offer so that you can write your will for free online. There’s an option to include a gift to Chester Zoo. |
CTA: Scene #3
Walk through the process. Tone: Informative, and relatable. You should sound surprised about how easy it was.
Script #3
It’s not actually as hard as you think, especially with this Autumn free will offer. It helped me tick off something that I’d been putting off for ages. And it allowed me to support a cause I care about.
[SHOW THEM WHAT YOU DID IN THE DIVIDE YOUR ESTATE SECTION> ADD [CHARITY NAME] with voice over saying “You can just choose who you want to leave everything you own too, as well as SHOWING HOW EASY IT IS TO ADD A CHARITY IN THE GIFT SECTION - NEEDS TO BE THE RELEVANT CHARITY]
I wish I’d heard of it sooner!
Variation 4: Replace ' Chester Zoo' with 'National Deaf Children's Society' and replace 'to ensure that wildlife around the world continues to thrive and survive' with 'A lack of support can leave many deaf children feeling isolated and struggling at school. The charity provides expert support and advice to families with deaf children, raises awareness about childhood deafness, and campaigns for deaf children's rights so they have the same opportunities as other children.'
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.
Replace Chester Zoo with 'Kingston Hospital Charity' and replace 'ensure that wildlife around the world continues to thrive and survive.' to 'deliver outstanding care for local patients, and a gift in your will can help them: transform their care environments, purchase advanced medical equipment and provide services and comforts to ease the burden on patients and their families.'
Replace Chester Zoo with 'Wakefield Hospice' and replace 'ensure that wildlife around the world continues to thrive and survive.' to 'support local people and by leaving a gift today can make a world of difference for generations 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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