Shropshire-based charity, Severn Hospice, provides vital end-of-life care for patients across the region. A key source of their funding is legacy donation; in fact one in five patients' treatment is currently paid for by gifts in wills.
Despite the challenges faced by such a difficult and emotive subject, Source have developed a thought-provoking campaign designed to grow awareness of legacy donation across Shropshire and Mid-Wales. Utilising the new Severn Hospice brand, the art direction includes powerful visuals aimed at establishing an emotional connection with the audience. By identifying key profiles such as active will writers, Source has been able to create highly-targeted activity including social media and search, with the campaign reaching over one million people within the first three months of activity.