‘Scotland, Shared'

National Trust for Scotland sites are more than places. They’re first adventures, family traditions, favourite views and memories shared across generations. Our challenge was to turn those deeply personal connections into a reason to leave a gift in a Will to National Trust for Scotland.

In the previous year, legacy gifts made up 15% of National Trust for Scotland’s income, but they knew there was a huge opportunity for growth. With more than 350,000 members and thousands of volunteers, there was a significant opportunity to inspire more of the people who already knew and loved the charity to support its future.

Our research uncovered that a winning legacy proposition would need to make National Trust for Scotland’s big vision for the future feel personal – connecting supporters’ own memories and experiences with the need to protect these special places for future generations to enjoy.

‘Scotland, shared’ does exactly that. Rooted in personal experiences, Scottish identity and nostalgia, the creative taps into all the emotions that connect people to their favourite places, whilst building a compelling casefor long-term support.

Our testing showed that supporters are moved by both expansive imagery that showcases Scotland’s incredible landscapes, as well as warm, relatable scenes that show people enjoying Scotland together, whether that’s a school group exploring a glen, or a family playing in a rock pool.

The result is an inspiring legacy proposition that is flexible to the charity’s various audience segments and touchpoints in the legacy journey. We delivered an easy-to-use toolkit and suite of marketing assets that the charity could pick up and use to grow their legacy income for years to come.