UHN Foundation Legacy for Life.
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Challenge
(01)
Haft2 was engaged by UHN Foundation’s Estate Giving Team to refresh its Planned Giving program with a new creative approach. The Legacy proposition needed to be aspirational, embracing the idea of improving the future through actions taken today. The campaign needed to differentiate UHN from competing charities, dispel myths about barriers to giving and reinforce the importance of gifts of all sizes. Designed for a lifespan of five or more years, the campaign also needed the flexibility to evolve while remaining fresh and relevant.
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Process
(02)
Develop a research informed campaign to inspire legacy giving.
Working with UHN Foundation, Haft2 interviewed individuals who had included or were considering including UHN in their wills. We explored their motivations, barriers to creating a will and how the Foundation could support them with guidance and resources.
Our research shaped an accessible, inclusive approach to Planned Giving, challenging the perception that leaving a gift in your will is only for the wealthy. It also inspired our tagline: A small thing you do now could be the start of something big.
To make Planned Giving easier to discuss, we developed a campaign featuring real people sharing why they had included or were considering including UHN in their wills.
Haft2 enlisted renowned photographer Christopher Wahl and videographer Paul McNulty to bring these stories to life. The integrated campaign included a refreshed Legacy for Life logo, four video testimonials for web and social, print ads, brochures, direct mail and environmental graphics, including elevator graphics and posters throughout UHN hospitals.
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Outcome
(03)
Increased donor inquiries, generated 6,500+ video views, and boosted social engagement by 25%.
Launched in spring 2021, the initial three-week campaign generated over 6,500 video views and a 25% increase in engagement on LinkedIn and Facebook, with campaign posts achieving 4% higher engagement than other UHN Foundation social content. The Foundation also reported a marked increase in donor activity and estate-giving inquiries. The creative was extended across owned social channels, email marketing and print.
Five years later, UHN continues to use the campaign successfully across digital and print channels.
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