Legacy campaign appoints Target for £2m donation task

The Legacy Promotion Campaign (LPC) has appointed Target Direct Marketing to handle a £2 million drive to increase donations.

LPC, which is backed by charities including Oxfam and RSPB, aims to encourage people to leave money in their wills to charity.

Target will work with LPC to develop the campaign before its launch in October 2002.

The campaign is likely to include a range of media and a key aim is to sustain coverage throughout the year.

As well as members of the public, the target audiences include solicitors and other will-making professionals.

Some 80 UK charities, including 17 of the top 20 charities, formed the LPC in a bid to change public behaviour. It aims to raise legacy giving by 2 per cent to generate an additional £180 million per year.

David Brann, chair of LPC, said: "Target was the best choice after a lengthy selection process, which included many of the agencies that service the charity sector."

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