‘Start a Breathing Breakthrough’

Following their merger and rebrand, Asthma + Lung UK were ready to share the power of gifts in wills with supporters, through an inspirational, engaging video. The film needed to answer the question ‘Why should I leave a gift in my will to Asthma + Lung UK?’ and inspire existing and future supporters to consider doing just that.

Using Asthma + Lung UK's existing legacy proposition, we developed 'Start a Breathing Breakthrough', a short film capturing the moment a pledger reflects on the far-reaching impact her legacy gift could have for so many people connected to Asthma + Lung UK.

The video opens with a woman, moments away from signing her will. The voiceover reveals her thought process, emphasising the potential impact of her legacy gift, as she contemplates the decision she’s about to make.

We cut to a series of moments featuring Asthma + Lung UK staff, researchers, and patients with lung conditions, all holding their breath in hopeful anticipation, before returning to our hero, who signs her will. In response, everyone exhales with relief and gratitude, as they carry on with their essential work, research, and lives, reassured by the generous legacy gift.