At Proper Good we believe in the power of storytelling to do good. It’s not just about helping organisations to raise key funding, but helping change the way people think about the world around them in order to take action.
As a creative agency and production company, we specialise in crafting powerful narratives that connect with audiences on a deeper level. When Shelter approached us to create a legacy advert, we knew this was more than a campaign—it was an opportunity to amplify a critical cause with creativity and conviction.
The UK’s legacy sector is booming, with a record £4.1 billion in legacy income in 2023 alone, and this is only going to increase with the upcoming Great Wealth Transfer. Legacy gifts to homelessness charities have also risen rapidly in recent years. Yet, with 60% of UK adults still without a will, there’s vast potential for further growth.
Shelter’s Legacy team is already making a big impact, raising around £7 million annually through gifts in wills. Recognizing the success other charities have had with DRTV (Direct Response Television), they saw the potential in mainstream TV. However, they needed an ad that would not only inspire and stand out but also drive immediate action.
As a team, our goal was to craft something fresh, memorable, and impactful, while being aware of the broader context: the intricacies of Shelter’s mission, the self-perception of legacy pledgers, and the political climate surrounding the upcoming General Election.
When we embarked on this project with Shelter we were heading into an election. Emotions were running high and we felt tonally we should reflect this national sentiment.
It´s also important to remember that our audience pretty much invented political protest, they were the vanguards of punk and have taken that rebellious spirit and deep sense of justice into their later years.
We decided to create a film that showed our audience as passionate, energetic and, yes, pretty angry people who still wanted to make the world a better place.
There was to be no tear jerking or wringing of hands. This was a rebel yell and ultimately a positive and uplifting call to take action, an opportunity to leave an enduring, personal legacy by helping to eradicate homelessness.
The result? An ad that not only meets Shelter’s immediate needs but also lays the groundwork for future investment in mainstream TV. The concept we developed was tailored specifically for Shelter’s audience, designed to bridge the gap between fundraising and campaigning. We wanted to create a message that cuts across channels, seamlessly integrating with Shelter’s broader communications strategy. It’s a piece of work that we’re incredibly proud of—one that showcases the power of creative storytelling in driving real, measurable impact for charities.
