Commonwealth War Graves Foundation

Commonwealth War Graves Foundation wanted to increase awareness of its mission and encourage supporters to consider leaving a legacy gift in their will. The campaign focused on affluent retirees aged 55 and over, a demographic that may be likely to support charitable causes through legacy giving. The objective was to reach this audience through carefully selected digital channels and deliver messaging that would resonate emotionally while clearly communicating the long-term impact of gifts in wills.

By combining strong creative storytelling with targeted media placement, the campaign aimed to inspire potential supporters to reflect on remembrance, legacy and the role they could play in preserving the stories of those commemorated by the Foundation.

MindWorks developed a targeted digital strategy using platforms aligned with the audience. Two primary channels were selected: The Mail on Sunday digital network and Saga. The Daily Mail group campaign delivered adverts across desktop, mobile and tablet platforms on sites including the Daily Mail, Metro and iNews. The Saga campaign placed banner adverts on Saga’s website.

Creative focused on emotionally resonant messaging, supported by clear calls to action and seasonal messaging. Existing campaign visuals were reviewed to identify the most effective elements, and new digital creative was developed in line with CWGF’s brand guidelines.

The campaign, which had only a modest budget, delivered over 600,00 impressions and generated over 1,000 clicks, a solid performance for a legacy awareness campaign aimed at an older, considered decision-making audience.

Overall, the campaign successfully raised awareness of the Foundation’s legacy giving programme and directed engaged users to the website for further information. The results also provided valuable insight into channel performance and audience behaviour, informing recommendations for future campaigns including greater investment in high-performing platforms, refinement of creative on Saga and potential expansion into additional media channels serving similar demographics.