Tenovus Cancer Care ‘Free Wills’ media campaign.

// Tenovus Cancer Care

The Brief

Following on from a string of successful campaigns over the last few years, we were again tasked with planning and activating an engaging ‘Free Wills’ campaign for 2019, and encourage members of the public to enquire and book in to a free wills service with a designated solicitor. 

Key objective

  • To drive sign-ups to legacy gifting, with the agreed measure of success being the number of people who signed up


We reviewed research from Tenovus Cancer Care, along with key learnings and outcomes from the previous campaigns to tailor our approach in a way that would exceed previous impressive results. We knew that the key target audience was women 55+ in Wales, and could categorise these into a group called ‘country life, golden years and the mortgage-free jet set’ – all of whom are more likely to donate to charities.


From the previous campaigns we knew that ITV airtime indexed especially well in hitting their core target audience, so we were keen to include this on the plan again. Due to our open and trusting relationship with Tenovus Cancer Care, we were able to put forward different options for them to test. With the increasing popularity of Video-on-Demand (VoD), we recommended to test a proportion of the budget on this – via ITV VoD – to complement the spot airtime.

We planned a 4-week burst on ITV using a 30 second ad which had been re-edited from last year, with a mixture of daytime and peak spots in programmes that we know would best reach our core target audience. Historically Tenovus Cancer Care has seen an uplift in phone calls and enquiries after ads in programming such as Coronation Street and other soaps, so we ensured that they had a peak kick-off spot in this programme, with a steady flow of soap ad breaks and other programming throughout the campaign.

We always provide a detailed post campaign analysis to our clients and for Tenovus Cancer Care this was no different. Collating information from both the media owner and the client allowed us to recognise the link of attribution between the media activity and enquiries/bookings.