Remember a Charity retains Good Relations to drive regional roadshow.

Remember a Charity Week has shifted its focus to regional PR in a bid to raise £1bn from legacy donations from this year's event.

Rocky Taylor: raises awareness of legacy giving
Rocky Taylor: raises awareness of legacy giving

Billed as one of the biggest cross-charity campaigns in the UK, Remember A Charity Week, which runs from 13-19 September, is an annual event designed to promote legacies and encourage more people to consider leaving a gift to charity when writing a will.

Last year's week saw charities such as the Salvation Army, Royal National Lifeboat Institution and English Heritage take part.

Remember a Charity is currently struggling to increase charitable giving in wills and is hoping that by going local it will get its message out to older age groups.

Bell Pottinger agency Good Relations has been retained for a third year on the account.

The agency will help to stage a regional roadshow, drive traffic to the Remember a Charity website and work with the campaign's celebrity ambassadors including Dame Judi Dench and Gordon Ramsay. Good Relations is also handling PR for stuntman Rocky Taylor, whose death-defying acts are also raising awareness of the campaign.

Remember a Charity director Rob Cope said: 'It is an integral part of our PR strategy to get the message out through local channels, particularly given the demographics of an older age group that traditionally consumes regional media.

'Only seven per cent have ever left a charitable gift in their will, but you only have to increase that by four per cent to raise another billion pounds a year, the equivalent of ten Comic Relief appeals.'

Good Relations associate director Adrian Chitty added: 'We've found the best way to target is through local broadcasters, because you can create a conversation that way.'

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