Cancer Research UK hires Kaper to promote legacy giving

Kaper has been appointed by Cancer Research UK to raise awareness of the importance of leaving a legacy to the charity.

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Cancer Research UK says legacy gifts fund over a third of the charity’s research.

Centred around the impact legacy giving has on the charity’s work, the brief is to inspire people to leave a gift to Cancer Research UK when writing, or updating, a will.

Kaper’s PR campaign will aim to generate traditional publicity, and include content for social media, to drive traffic to

PR activity will be coordinated with the charity’s main advertising campaign in February 2017, which will include TV, press, digital and social activity.

Sarah Squire, senior legacy marketing manager at Cancer Research UK, said: “Many people don’t realise that legacies – gifts left in wills – fund a third of Cancer Research UK’s lifesaving work, making legacy giving a vital income stream.

She added: “35 percent of people say they’d happily leave a gift in their will to charity once family and friends are taken care of. The reality is that only seven per cent do and that’s why campaigns like this are so important.

“Kaper showed standout creativity in their pitch and we’re looking forward to achieving cut-through for the important role legacies play in beating cancer right now.”

Nicola Dodd, deputy MD at Kaper, said: “Cancer Research UK is an inspirational charity with a disruptive and progressive attitude to communications. We’re excited to be working with them on this project, creating something genuinely surprising and interesting to encourage more people to leave a legacy gift to Cancer Research UK.”

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