LONDON, Oct. 26, 2011 /PRNewswire/ -- The ‘One Stuntman, One Legacy’ campaign created by integrated agency DDB UK has once again demonstrated the DDB effectiveness credentials, earning over $2 Million of free broadcast PR, significantly increasing awareness on conversations around legacy donations.
The 'One Stuntman, One Legacy' campaign launched in August and featured Britain's oldest stuntman in Hollywood and stuntman in the prestigious Bond film series, Rocky Taylor (64). Taylor starred in the TV executions and performed two death-defying stunts: one at campaign launch and a second stunt to raise awareness for Remember a Charity Week in September (12th – 18th).
The campaign generated $2,048,302.40 of free broadcast PR, reaching over 83 million of the desired gift-giving audience and 2,114,413 more through endorsed social promotion. Legacy donation conversation levels increased 39% with more people agreeing they were more likely to have discussed leaving a legacy and almost a fifth say they are more likely to leave a legacy after seeing the adverts.
This activity generated a 210% uplift in search for 'Remember A Charity' during Awareness Week vs. the previous week. And visitor’s search for 'Find a charity', a section illustrating who they’re considering donating to, rose by a third while the number of new visitors was up 500% on an average week.
The first stunt saw Taylor take a 40ft plunge from a burning building and was streamed live on Facebook on 2 August. It recreated his 1985 stunt which saw him suffer a fractured spine, pelvis and horrific burns when all went horrifically wrong. The second stunt, jumping a speeding, spinning car through a huge sheet of glass, saw Taylor break the Guinness World Records for going through the largest breakaway glass structure in a car, currently held by the 007 franchise. Viewers watched the stunt live via Facebook on 13 September.
ABOUT REMEMBER A CHARITY
Remember A Charity was formed in 2000 and now has over 150 member charities, who work together to encourage more people to consider leaving a gift to charities in their will, after they've looked after their family and friends. Legacies (or gifts in wills) form the foundation of charities in the UK. Many charities depend on legacies, without them, they would not exist. The consortium is hosted by the Institute of Fundraising.
Rocky Taylor has been a movie stuntman for 50 years, appearing in over 500 films and TV shows including The Avengers, Titanic, Indiana Jones and Harry Potter. Far from retiring, he is currently juggling his role with Remember A Charity with filming the new Brad Pitt film, World War Z.
SOURCE DDB UK