The brief:

To be prepared for the largest transfer of inter-generational wealth projected in the next two decades, Leukaemia Foundation chose to partner with Magnetic to develop a new GiW program. We worked together to develop a GiW specific value proposition, a 3yr strategic plan, and to create a suite of bold, inspiring and cohesive collateral that would resonate with the Leukaemia Foundation’s audience. (38)

The concept:

Love gives life meaning. It brings comfort and joy in the good times; hope and strength in the bad. When someone loves you, you are not alone.

Leaving a gift in your Will to the Leukaemia Foundation is a profoundly beautiful way to love beyond your lifetime, transforming the lives of people with blood cancer, standing with generations of people into the future to lighten the load.

Bold, uplifting and contemporary, this concept empowers supporters to show their love, and create a legacy of meaningful, tangible change for people with blood cancer. 

Whether their gift is a tribute to a family member, friend or colleague, or a generous philanthropic gesture that expresses a greater love of humanity, this GiW product aims to grab attention and inspire action. It brings new bequestors on a journey and embraces them into a caring community of people whose love will shine on to bring new hope and a future where blood cancer no longer ends lives, and everyone across Australia has the support they need to live well. (105)

Our work included:

GiW Value Proposition, 3yr GIW Campaign Strategy, DM Conversion Pack, Enquirer Booklet, Collective name & lockup, Thank You Premium…and more.