Created by a collective of more than 30 NGOs, Det Gode Testamente is an initiative to inform people about the possibility of leaving money to charity in their will.
Talking about death – and what you ought to do with you money when you die – is a double-taboo. That’s why the campaign was designed to be an easy introduction to the subject that takes the user through many difficult decisions. The tone-of-voice is light with positive colours and warm portraits – making it an inspiring experience rather than a depressing one.
The campaign featured print ads, posters, social media and the participating organisations’ own media including newsletters, websites, events etc.