Guardian Angel (now Octopus Legacy) developed a charity-led marketing campaign in a space where trust and sensitivity matter. The campaign was shaped around amplifying partners’ causes and voices, centred on their supporters and the idea of leaving a legacy behind. The work focused on building credibility that could support sustained growth for both Guardian Angel and its charity partners.
Year
2023-2024
Client
Octopus Legacy
Website
octopuslegacy.com
Related Description
UX, UI, Product, Marketing, Charity, Legacy, Campaign, Design Support,
Problem
Marketing in the legacy space risks either emotional overstatement or functional flatness. Guardian Angel needed to be understood quickly without relying on urgency, fear, or persuasion. The challenge was to design a campaign that built confidence through clarity, while staying aligned with the brand’s underlying values.
Outcome
The campaign delivered measurable impact without compromising tone or trust. In Spring 2023, the number of free wills written increased by 598%, pledges left to charity rose by 142%, and a total of £1.8m in charitable pledges was generated.
The clarity of the campaign created a repeatable model. Each subsequent campaign has consistently brought in 50+ additional pledges, demonstrating that the approach could scale without erosion of message or intent.