An elderly woman with short gray hair and a staff, smiling happily at a young female healthcare worker in blue scrubs with brown hair. They are sitting close together on a couch in a bright room.

St Leonard’s Hospice

Impact looks like… leaving care behind for others.

St Leonard’s Hospice

St Leonard’s Hospice provides care and support for people with terminal and life-limiting illnesses. Their patient-first approach ensures compassionate care is delivered at the hospice, at home, and across the community.


What they asked
The charity wanted to develop a full legacy appeal that would:

  • Encourage people to consider leaving a gift in their will

  • Engage a younger audience, often less receptive to legacy messaging

  • Approach a sensitive subject in a way that felt accessible and relatable


What we did
We created a bold legacy campaign built around the concept “Just One Last Thing” – A Brighter Take on Legacy Giving. Whilst not taken forwards from a pitch this project is worthy of a mention because of a unique lighter take on legacy giving.

By playing on the familiar phrase, the campaign struck a tone that was:

  • Friendly and conversational

  • Memorable and slightly unexpected

  • Sensitive, while introducing a touch of lightness

This approach helped make a traditionally difficult topic feel more approachable and less intimidating, particularly for a younger audience.

Front view of a blue taxi cab with yellow sunflower decals, a yellow speech bubble with the text 'just one last thing' on the hood, and a yellow taxi sign on the roof, set against a yellow background.
A blue car with yellow floral designs and text promoting St Leonard's Hospice, with a yellow background.
Rear view of a small blue car with yellow and white promotional text and graphics, placed on a yellow background.
Billboard for St Leonard's Hospice with a blue background and a yellow speech bubble reading '..just one last thing.' The text invites donations to the hospice, providing a contact number and mentioning that the hospice cares for local people.
Smartphone displaying a social media post from St. Leonard's Hospice with the message 'just one last thing' in a speech bubble, on a city street corner with blurred pedestrians and storefronts in the background.
An outdoor advertisement for St. Leonard's Hospice featuring a woman with brown hair pointing upward with her index finger. The background of the ad is blue with a yellow speech bubble saying 'just one last thing.' There is additional text at the bot
Blue T-shirt with yellow and white printed text and logo, worn by a person with arms in pockets, yellow background, promoting St Leonard's Hospice, with phrases 'just one last thing' and 'Spread some sunshine with a legacy!'
Brochure titled 'Legacy giving &' with a photo of four friends in a living room, two of whom are using phones, and a speech bubble saying '...just one last thing'. The brochure also features the logos for St Leonards Hospice and Caring for Local Peop
An open magazine showing two pages. The left page has a photo of a person holding a bouquet of sunflowers, and a quote by Rupi Kaur. The right page has a yellow text bubble with '..just one last thing' and a paragraph about hospice care. The bottom p
A digital billboard on a city street sidewalk promoting St Leonard's Hospice. The billboard has a blue background with a yellow speech bubble that says, '...just one last thing.' Text below encourages donations and provides a contact number, with the

“…Whilst not taken beyond a pitch to the client this is still creative of which we are very proud and useful for anyone considering a new take on legacy appeals…”

Campaign deliverables

  • Outdoor advertising

  • Printed literature

  • Vehicle livery

  • Branded clothing


The outcome
The campaign offered a bold reimagining of legacy giving, tackling the difficult subject of death with a lighter, more engaging tone.

  • Helped break down barriers around discussing end-of-life planning

  • Successfully appealed to a younger demographic

  • Positioned legacy giving as something positive, thoughtful, and impactful

The concept also aligned naturally with the tone of the Dead Good Festival, of which the hospice is a part of.

Ultimately, the campaign helped shift perceptions of legacy giving, making it feel more human, accessible, and relevant to a broader audience.

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