About the organisation
From 2018 to present Proper Good has worked with Shelter, a UK charity that helps people in housing need by providing advice and practical assistance, and campaigns for better investment in housing and for laws and policies to improve the lives of homeless and badly housed people.
About the project
Before the project Shelter were raising aprox £7m / year from gifts in wills and due to factors such as the Great Wealth Transfer, Shelter knew they were approaching a period of huge growth in the legacy sector. Their legacy programme was well designed, implemented, and growing. They were seeing a lot of other charities utilise DRTV in their legacy marketing programmes and whilst they didn’t have the budget for that at the moment, it’s something they were interested in exploring in the future. Typically, in their legacy marketing, they re-use existing footage which the charity has captured as part of another non-legacy campaign, then editing to make suitable for a legacy campaign. But to build the case for mainstream TV spending in the future, they needed to create a bespoke legacy online film which needed to:
- Inspire people to choose Shelter as their preferred charity.
- Be memorable enough to cut through the noise of other legacy ads.
- Help people see how their gift will have an impact.
- Give people the opportunity to request a legacy guide, or claim a fee will AND leave a gift in their will to Shelter in the hope of growing future income.
The People’s Manifesto was one of three concepts that Proper Good pitched to Shelter for the project, and the one that was successfully chosen.
Our campaign results
The campaign is going live on ITVX and across Shelter social channels on 1st September 2024.
Impact
To be updated soon.
