We wanted to increase the possibility of legacy donations by breaking into a competitive free will-writing market. This couldn't be more different from our current product propositions. To enter the market positively the solution needed was to differentiate PDSA’s offer from other identical offers. We did this by being positive and upbeat about the serious matter of will writing and normalise the idea of legacy giving. We emphasised the importance of updating a will. We were unafraid to challenge the status quo when it came to creative delivery and cold targeting. The May campaign achieved an ROI of 711%.