Marie Curie Will Talk

Marie Curie and GOOD Agency

Half of the UK don’t have a Will. Millions of us avoid writing a Will, fearing it will be morbid, confusing, or complicated. In reality, Wills offer peace of mind after our lives end and writing them is often much easier than expected.

As the end of life experts, Marie Curie set out to start a national conversation about Will writing, promoting lasting security for families, whilst also encouraging legacy gifts to support their hospice and hospice care at home work.

The #WillTalk campaign does just that. It features four pairs of real life friends and partners, sensitively found through online grief forums. They had honest, moving, and unscripted conversations that prove that chats about our Will with family and friends are normal, easy, and vital. The campaign ran across DRTV, social, digital and radio – supported by press ads with a typographic approach. #WillTalk has been a huge success, evolving into a big creative platform that integrates all of Marie Curie’s legacy communications. The campaign has led to a 70% y.o.y increase in enquiries for Marie Curie’s Will writing guide, with 2,000+ people starting to talk about wills, and 240 gift in will pledges so far.