This Non-Profit Celebrates Loved Ones Unforgettable Moments

Non-profit organisation Remember A Charity has teamed up with Atomic London to launch the 2024 iteration of its 'Be Remembered for More' campaign. This year’s effort, directed by the award-winning comedy director Phoebe Bourke, uses humour to connect with the target audience of people aged 50+, encouraging them to leave gifts in their wills to charity. 

Building on the success of last year’s campaign, Atomic London has refined the approach by focussing on scenarios that best highlight the small but unforgettable moments that make loved ones so memorable. These moments serve as a powerful reminder of the impact one can leave behind. The humour-driven campaign has been developed to resonate with people aged 55 and above, inspiring them to consider leaving a legacy.

This year’s initiative features a series of comedic vignettes, each portraying the unique and often amusing characteristics of loved ones. One execution humorously portrays a character’s obsession with giving her family rather wonky haircuts, emphasising how even the most peculiar habits can leave a lasting legacy. Atomic London carefully selected and tested each scenario to ensure they delivered immediate impact.

Shot on location, this project represents a shift towards higher production quality, focusing on performance and comedic timing.

The campaign is running across social platforms including Facebook, Instagram, and YouTube. The films have been developed to play to the strengths of social and digital channels, with content shot in 16:9 but adapted to 9:16 & 1:1 formats to seamlessly fit social feeds.

James Cundy, digital communications manager at Remember A Charity, said, “The campaign’s humour and heart align perfectly with our mission, reminding people that they can be remembered for more. We hope the campaign will inspire many to leave a lasting legacy through charitable giving.”

Louise Rudaizky, managing director at Atomic London, commented, “For this campaign, we wanted to hone in on those quirky, personal moments that make people unforgettable, using humour to make a connection that encourages legacy giving. With Phoebe Bourke’s exceptional direction, we’ve created a campaign that’s both engaging and memorable. Her expertise, combined with her unique perspective as a female comedy director, has added a fresh and relatable touch to the work.”