‘Connections’

Following our successful collaboration with UNICEF on the 2017 Generations Legacy TV ad, we joined forces again in 2020 to produce a fresh TV advert called Connections. The objective was to shift audience views of UNICEF as solely an emergency relief provider, which had been a hurdle to legacy giving, and encourage them to leave a lasting gift in their wills. By highlighting UNICEF's life-changing work for young people worldwide and showcasing their dedication to development, we shed light on the importance of gifts in Wills to support the charity's long-term goals.

Aiming for an adaptable multichannel strategy, our new TV creative was designed to seamlessly translate to digital platforms and capture the heart of UNICEF's mission in every variant. Our focus was on the crucial contributions of legacy donors in achieving UNICEF's goal of helping children and childhood thrive, regardless of the challenges life may bring.

By crafting a donor-centric storyline with a call to action at its core, the final product not only demonstrated the vast impact of UNICEF's work so far, but also invited potential legacy donors to become actively involved in its future success. By leaving a legacy, they could join a vibrant and meaningful community working together to make a lasting difference.