Hospice Legacy Campaign

Using Local Advertising to Upweight a National TV Campaign

To coincide with a national legacy TV campaign, multiple hospices launched strategic local campaigns to reinforce the message and drive people to engage directly with their local hospice. The campaign aimed to build upon the awareness generated nationally, ensuring potential supporters in key locations received a tailored message relevant to their local hospice. In collaboration with multiple hospice partners across North London, West Suffolk, and Leeds, the campaign strategically utilised a variety of Out-of-Home (OOH) formats to optimise reach and engagement within each region.

Objectives

The primary goal of the campaign was to enhance the impact of the national TV initiative by delivering a strong, localised presence that encouraged potential donors to consider leaving a gift in their will. Recognising that different locations required different approaches due to the different media available, the campaign sought to ensure each hospice had an effective presence within its community. The objectives included:

- Use the national campaign as a basis to direct potential legacy donors straight to their local hospice.

- Using highly visible OOH placements to maximise awareness and engagement.

- Ensuring the media choices provided sufficient cut-through and impact across diverse locations.

Strategy and Execution

To effectively reach potential supporters in each region, a mix of OOH formats was carefully selected based on the media landscape and consumer movement patterns in North London, West Suffolk, and Leeds. Each location presented unique challenges and opportunities, requiring a tactical approach to ensure visibility and resonance.

• All Locations: Bus rears were used across North London, West Suffolk, and Leeds to provide continuous exposure to both pedestrians and motorists, reinforcing the campaign message throughout high-traffic areas.
• North London: In addition to bus rears, press advertising was utilised to reach a broad audience, ensuring the message was present in key local publications.
• Bury St Edmunds: A combination of supermarket digital six-sheets (D6s), bus shelters, and rail four-sheets were used to maximise reach in a more rural location, where there are fewer available buses and routes, which meant alternatives were needed to engage with as much of the community as possible.
• Leeds: Bus rears remained the primary focus, ensuring strong visibility across key routes and commuter areas, utilising the extensive bus route network across the city to raise awareness across the region.

By tailoring the approach to each region’s specific media landscape, the campaign successfully built upon the national TV initiative, ensuring that local hospices maintained strong visibility and engagement with their communities. By using the feel of the national campaign, these local campaigns were able to resonate immediately with the audiences, who’d seen the TV advert.

Inspiring Legacy Donations

The localised legacy campaign proved to be a highly effective extension of the national TV initiative, enabling hospices to strengthen their messaging within their respective communities. By leveraging a diverse mix of OOH media formats suited to each region, the campaign maximised awareness and engagement, ensuring the call to action was both visible and relevant. The strategic use of bus rears across all locations, combined with carefully selected additional placements in each area, allowed for a broad and impactful reach. This approach not only reinforced the importance of legacy giving but also fostered stronger connections between hospices and their local supporters, helping to secure vital future funding.