Pledgers to People

1/3 of all CRUK’s funding is from wills. So we wanted to encourage others to leave one in theirs, to help fund life-saving cancer treatment.

We spent months learning about the lives and stories behind different pledgers’ motivations in leaving a GiW, as well as patients who have benefited from life-saving cancer treatment.

Through an emotive exploration, we discovered common threads between both ‘pledgers’ and ‘people’ (those who have had cancer). Using these similarities, we crafted stories that connected these people, for print in National Press.