The Challenge
By 2031, more than a quarter of us will be over 60. Legacy income is vital to Independent Age now and in the future, so we needed to encourage more supporters to leave gifts in their Wills.

Our Solution
Our brand-pushing creative moved away from traditional needy images associated with the older age sector. Instead, we projected a sense of empowerment, freedom and independence – because every year of our lives should be lived well, from the first to the last.

The Results
A ground-breaking legacy campaign that pushed boundaries and shattered stereotypes. While ultimately helping the charity continue to gain a high proportion of their income from gifts in Wills.