PA Foundation - Bequest

An important arm of the fundraising effort at the PA Foundation is bequests, where donors leave a gift to the foundation in their will. To help raise awareness, we created a new campaign designed to grab attention, be memorable and stand out from the ‘sameness’ often seen in this category. When we developed the new campaign platform - ‘Do great things after you’re gone’ - we did so with a high degree of respect for the audience, understanding that it’s possible to be interesting and honest even when addressing a potentially sensitive subject. The campaign was initially rolled out in a series of posters and banners that have been displayed right around the hospital.