Your
Greatest Gift

Bowel Cancer UK
Gift in Wills campaign

Finding warmth, hope and inspiration in legacy giving.

What we did

Concept
Key messaging
Video production
Photography
Case studies
Guide
Flyer

An inspiring quote from Bowel Cancer UK about what leaving a gift in your will means to the charity. One line reads, "It's an amazing act of kindness and hope."

How could Bowel Cancer UK inspire more people to leave them a gift in their Will? Our answer: to make its legacy programme as vibrant, hopeful and inspiring as the charity’s ordinary fundraising activities.

We’d just created a successful rebrand for the charity’s Star of Hope in-memorium products. This time, we needed to create an engaging, creative concept – followed by messaging, a campaign video series, guide and legacy booklet.

A family of four sitting outside in their garden on a sunny day, with trees and a house in the background. The mum, Sarah, has been diagnosed with bowel cancer.

The charity project team came down to Brighton for a super-productive brainstorm where we nailed down the goal, CTA and (most importantly) the feeling of the campaign and video. We then went away and worked up different concepts.

Your Greatest Gift proved a winner from the start. It’s all about the intangible ‘gifts’ we receive from the people who love us most in our lifetime – and the life-changing gifts we can give to future generations through our Wills. It’s personal, hopeful and inspirational.

Soon after came a thorough messaging framework, split into four core themes.

A behind-the-scenes look at Lark's video shoot for Bowel Cancer UK. The video is for the charity's legacy giving campaign. We see two children sitting at a kitchen island, surrounded by camera equipment, and a woman in a blue jumper talking to them.

An older man with glasses, in a pink shirt and a knitted red tank top, sitting on a beige couch, looking into the camera with a slight smile. This is Chris; his wife Jane died from bowel cancer and he decided to leave the charity a gift in his will.

We then moved onto creating the campaign content.

We interviewed our case studies to hear how their stories can be included in the (what was always going to be) incredibly emotional campaign video, with additional case study videos.

Our crew captured beautiful photography on the day too, which we added to the informative guide and leaflet duo.

Image shows the Gifts in Wills guide for Bowel Cancer UK on the left-hand side, and a few open pages from the guide on the right. Everything is on a light teal background.

A close-up of a page from the Bowel Cancer UK Gifts in Wills guide. The headline reads, "What will your greatest gift be?" with the rest of the words obscured.

A campaign is only as strong as the people in it. We are so grateful to Chris, Charlie, Sarah and Sarah’s family for trusting us with their stories and family photos, being so open and (for Sarah’s family) welcoming us – and a crew – into their home.

Thanks to…

Kerry, Matt, Ryan & Sarah for being so brilliant to work with. Sarah, Sarah’s family, Chris, Charlie for sharing your story.

Meghna, Piotr & Rich for creating a wonderful atmosphere on set and beautiful videos.

More work

Three children sit at a table in a classroom. A young girl in the middle looks distracted. Behind her is a yellow noticeboard with colourful paintings that spell out, ‘I live with dementia’. This is an awareness campaign for Dementia UK.

Dementia UK

Brand awareness campaign

A young woman with long brown hair, wearing a turquoise hoodie, holds up a cartoon 8kg kettle bell in front of a bright yellow background. Handwritten text reads, ‘Raise your game’. This is part of a fundraising campaign for Bowel Cancer UK.

Bowel Cancer UK

Your Greatest Gift