Creating a bold, entertaining idea to generate PR was our ambition.The creative insight was no-one understands the importance of a will/ legacy more than a stuntman. Introducing Rocky Taylor – a veteran stuntman who nearly died on set 25 years ago. Rocky would recreate the stunt that almost killed him, with the motivating message; Remember A Charity in your Will. Before it’s too Late. The documentary captured Rocky’s career and the importance of legacies. The touching, humorous tone delivered the message sensitively. We invested in stunts and content to feed PR, and to ensure we hit our 60+ audience we also held radio interviews and ran press ads before each stunt. To build on this we designed a final stunt where Rocky broke a Guinness World Record first set on one of his Bond films. People were encouraged to vote on the stunts’ severity and watch it live.

Measuring legacies is difficult as it only becomes apparent when the will’s read. The best indications are coverage, conversation and preparation. •Earned £1.3m of broadcast PR (e.g Sky News), reaching over 83m people and another 2m through members’ online promotion.

•39% uplift in those ‘likely to talk to friends/ family’ having seen the campaign vs those seeing the 2010 adverts.

•20% were more likely to leave a legacy after seeing the Rocky advertising.

•Daily web-visits increased six-fold during the first stunt.•417% daily increase in ‘Finding a Charity’ on R.A.C’s site for stunt 2.