Creative that launched PDSA’s Free Will's offer with a smile


PDSA are a charity providing an invaluable prevention, education and treatment service through their animal hospitals up and down the UK.


We combined geodemographic and lifestyle information with big data on national trends to carefully target our campaign.


Insight led door drop and direct mail worked in harmony with outdoor media and digital channels to secure a 5:1 ROI.


We disrupted the free wills market by celebrating life and the positive aspects of a legacy donation.

The Statistics

The PDSA's Free Will offer has seen over 80% of respondents leave a legacy

The Problem

Legacy donations are a vital part of PDSA’s fundraising efforts, so the Free Will market was a logical next stop. But how to make an impression within an already crowded market place?

The Solution

We disrupted the market with creative that celebrated life and the positive aspects of a legacy donation. Clever use of data and insight led creative tests enabled us to ask the right questions so we could both target the right market segments and craft our copy for maximum impact. An integrated approach across multiple channels helped drive up the ROI to an initial 5:1 in a market that has traditionally long pay back period. Over 80% of respondents left a legacy. The campaign door drop picked up a silver award in the DMA Awards in 2014 and in 2015 the campaign was nominated for a national Fundraising Award.

We knew breaking into a cold audience with a new product would be a tough challenge, but Jacob Bailey’s unconventional approach provided a great ROI at launch and the campaign continues to go from strength to strength as we move towards a national roll out.

Gill White Group Product Manager, PDSA
To the top! Smokes....

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