How we refreshed legacy marketing with a simple Promise
There is a certain expectation about legacy marketing – it tends to be very staid. The Promise was a distinctive sub-brand we developed for one of the Jewish community’s largest charities, UJIA. By creating a brand, a distinctive look and slightly off-beat approach in short videos we created, we moved legacy giving for the charity from a touchy, uncomfortable area to one you could enjoy being part of.
It was built around an important psychological trigger, social proof, creating the mood that all your peers are part of this, and you should be too. The Promise makes leaving a legacy to UJIA normal.