Sunday, 21 April 2024
Sunday, 21 April 2024

Hospice in the Weald’s ‘All the Difference’ campaign shortlisted for national award

HOSPICE in the Weald has announced that its ‘All the Difference’ campaign has been shortlisted for Legacy Campaign of the Year in the Smee & Ford Legacy Giving Awards.

The campaign raises awareness about the importance of Gifts in Wills and puts small acts of care and compassion that ‘make all the difference’ at its heart. Launched by the Hospice’s Fundraising team last September, it includes original photography featuring people living with a terminal illness and volunteers and invites supporters to create ‘moments that matter’ by leaving a gift in their will.

A series of images and concepts, translated into posters, bookmarks, brochures, and editorial and digital assets, was created to share with the Hospice community throughout Kent and East Sussex. Channels included bus panels, supermarket banners, station billboards, radio interviews, print editorials, social media, retargeting and digital advertising.

Being shortlisted in the awards, which recognise and celebrate outstanding achievement and skill in the legacy sector, provides independent validation of the hard work and commitment to legacy giving and helps to benchmark achievements with peers across the UK.

Katie Greywood, the Hospice’s Director of Income Generation, said:

“We are over the moon to have been shortlisted as a finalist in these awards. Though we hoped that a dedicated Gifts in Wills campaign would lead to more legacy pledges, a larger goal was to create something that the organisation was proud of and would help bust myths. We provided training to help staff better understand the impact of Gifts in Wills and interviewed colleagues from across the Hospice to get their feedback on the moments they felt were most personal to the people we support.

“That insight helped us to create a campaign that you can relate to whether you are at the end of your life, supporting someone at the end of life, or just living your life. 

“It was a real team effort, but most of all, we want to thank the incredible people – and Mr Wooster, the dog – who feature in the beautiful images that bring warmth, personality, and authenticity to the campaign. Seeing them on posters, billboards and buses out in the community is a source of immense pride for everyone who knows them and the journey they are on.”

Polly Avgherinos, Managing Director, Smee & Ford, said:

“We extend our congratulations to Hospice in the Weald for their nomination in the Smee & Ford Legacy Giving Awards. We eagerly anticipate their presence at the April ceremony, where we will come together to acknowledge and celebrate the remarkable talent, dedication, and enthusiasm of individuals contributing to the field of legacies. Their impactful work on behalf of legators, charities, and beneficiaries deserves recognition and appreciation.”

Winners will be announced at the Smee & Ford Legacy Giving Awards ceremony on 18th April.

For more on Hospice in the Weald’s Gifts in Wills, please visit:

The full list of nominees for the 2024 Smee & Ford Legacy Giving Awards can be found at:


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