The Legacy Promotion Campaign has kicked off a major awareness drive to encourage people to leave money to a charity in their will and gain support from solicitors to promote the idea.
Full service agency Target Direct has created and planned the campaign on behalf of LPC, a consortium of 83 charities including Scope, the Royal National Lifeboat Institution and Oxfam, as well as a number of smaller charities.
The campaign, Remember a Charity, started last week with national press display ads in titles including The Daily Telegraph, The Daily Mail, The Daily Express and The Guardian.
Ads will also appear in consumer magazines that are targeted at the older age group including Readers Choice and Saga Magazine, as well as trade titles that are read by solicitors and financial advisors.
Radio ads are due to be broadcast on Classic FM this week, and will be accompanied by online advertising, together with a direct mail test campaign targeted at a sample 50,000-strong audience aged over 50.
If the direct mail test is successful, a further mailout will be sent in March.
The campaign is set to run until the end of 2003, with planned TV bursts for next year's activity. Supported by the Institute of Fundraising and the Giving Campaign, it has taken seven months to put together and aims to raise the percentage of wills that include a gift from 14.3 per cent to 16.3 per cent - an increase of 4,000 wills. This rise will be worth around £180 million in extra income for charities.