A free writing service with charity League Against Cruel Sports
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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*).
Thanks for confirming! We'll now reach out with next steps, so you can start creating content soon!
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: Will writing can be overwhelming and rather gloomy. We want to make it fun and relatable. Most people know they need a will but they haven’t got round to actually writing it yet. When they finally do they wonder what all of the fuss was about. |
Script: Scene #1
Act out all of the ridiculous things you’ve done (that aren’t that important or urgent) rather than actually writing your will. These things should be comically personal to you but to give you the idea of the tone here are some examples (hoovering under the sofa, sharpening pencils, tidying papers, scrolling through TikTok, watching all of a TV show, hiding from writing your will, matching socks etc.)
Script #1:
The text on the screen (see below) should be clear to read as in this video: https://www.instagram.com/reel/ClJEfzrIs2f/?igshid=MzRlODBiNWFlZA==
The time I spent procrastinating writing my will - 365 days. 15 hrs. 25 minutes.
{INSERT THE THINGS YOU DID]
Scene #2
A brief shot of you sitting and writing your online will at a laptop. Making it look seamless.
Script #2
The text on the screen (see below) should be clear to read as in this video: https://www.instagram.com/reel/ClJEfzrIs2f/?igshid=MzRlODBiNWFlZA==
Vs. the time it took to write
20 minutes.
Voice over of you saying:
I just chose the people I want my stuff to go to. Gave some money to League Against Cruel Sports to support their work, giving animals a life free from the horrors of hunting, as no creature should be chased, maimed or killed in the pursuit of so-called sport. Then chose who I want to be in charge of carrying out my wishes. And I even picked my funeral song. |
CTA: Scene #3
You comically celebrating e.g. pina colada on the sofa/dancing in celebration
Script #3
Voice over saying something like “Don’t know what all the fuss was about?”.
Write your will online today.
And… when you do it this Autumn it’s free thanks to League Against Cruel Sports. Leaving a gift in your will can help them give animals a life free from the horrors of hunting for generations to come.
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.
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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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