As you probably know, it is possible to make donations to charities through your Will. These legacies have become an integral part of UNICEF’s funds. Even more important is the fact that over half of these gifts come from people who had never donated to the organization before.

But how can you make sure that as many old people as possible leave a gift in their Will to UNICEF? How do you establish dialogue with senior citizens and involve them in a “nurturing trajectory”?

After all, they prefer postponing writing their Will – and avoid talking about it – for as long as they can. Which is, of course, understandable.

No one wants to think about kicking the bucket, pushing up daisies, getting a visit from the Grim Reaper, giving up the ghost, biting the dust, cashing in one’s chips or meeting their maker.

Taking care of business means taking care of people

In order to get people on board, we needed to do two things. First: create awareness about the importance of writing a Will. Taking care of business gives you and your loved ones some peace of mind. Second: create an emotional connection between the target audience and UNICEF.

You see, people in their twilight years place a lot of value in emotional matters. Such as UNICEF’s cause of giving less fortunate children every possible chance at a proper life.

BUBKA built that emotional connection through a direct response TV campaign and a smart digital campaign on Facebook, Instagram, YouTube and through SEA.

We tried to make people imagine what it’d feel like if a child speaks lovingly about you, if it expresses how grateful it is for what you did for him or her. Feels good, doesn’t it?

Taking care of each other, that’s what really matters. And that’s exactly what you do if you donate a portion of your legacy to UNICEF.

Raise your hand if you’re impressed