Legacy consortium Remember a Charity will broadcast its new TV advertising campaign this week, encouraging people to leave bequests to charity.
The humorous advertising campaign will run for five weeks on Channel 4, Gold, ITV3, Yesterday and UKTV Drama. It will be repeated at various points throughout the year.
The two adverts are based on the idea of memorable last wishes, including the case of a man who wanted an ice-cream van to be his hearse.
A key message of the campaign is that family comes first and charity second when people make their wills, but it aims to make giving in wills normal practice.
Stephen George, chair of the 140 member-strong consortium, said the advert was also designed to get people talking about leaving gifts in wills.
Additional advertising and publicity material, as well as a relaunch of the consumer section of the RAC website, will support the campaign and an awareness week will run in September to promote public engagement.
George said the new approach meant the subject could be introduced in a fresh way to a wider audience. Care had been taken to use humour in a sensitive manner, he added. "We are confident we've got the balance right" he said.
The consortium recently unveiled its new branding and strapline (3 March, page 9), which member charities can use and adapt to suit their own schemes.