The Challenge
Gloucestershire’s wildlife is under increasing threat from the pressures of modern living. Gloucestershire Wildlife Trust asked us to help motivate more people to consider leaving gifts in their Wills – and protect wildlife and wild places for years to come.

Our Solution
We set to work exploring a range of propositions and gaining valuable insights. What came to light was this: we’re only custodians of nature and it’s our responsibility to ensure it’s effectively passed on to future generations. To strengthen this further, we wanted to reflect the nostalgia of what nature has meant to us all. A new legacy proposition was born: ‘Leave it as you loved it’.

The Results
Using this simple yet powerful proposition, the new legacy communications ticked all the boxes to motivate more supporters and boost legacy income.