Kaper to help promote legacy giving for Cancer Research UK

Kaper has been hired by leading charity group Cancer Research UK to help raise awareness of the positive impact of legacy giving.

A PR campaign will be launched to generate traditional publicity and produce content for social media that will drive traffic to the charity's legacy giving page, in the hope of encouraging people to leave a gift to Cancer Research UK when writing a will, reports Gorkana.

The work will centre on the impact legacy giving has had on the charity's work over the years, with PR activity to be coordinated with Cancer Research UK's main advertising campaign in February 2017, which will include TV, press, digital and social activity.

At present, gifts left in wills fund one-third of Cancer Research UK's work. However, there is scope for this to increase, as research suggests 35 percent of people would be happy to bequeath money to charity once family and friends are taken care of, yet only seven per cent do so.

Nicola Dodd, deputy managing director at Kaper, said: "We're excited to be working with them on this project, creating something genuinely surprising and interesting to encourage more people to leave a legacy gift to Cancer Research UK."

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