The Last Gift

Agency: Macmillan

Macmillan Cancer Support needed to grow Free Will Service registrations and higher-value Gift in Wills in a category where people care deeply, but rarely think about legacy giving until a very specific moment. Awareness was not the challenge. Legacy consideration was flat, so the task was to stop simply reaching people and start showing up when the decision became personally relevant.

Zenith UK built a connected media system around moments of readiness, using Publicis ID, Supacharge and cross-channel signals to recognise intent and guide people towards action. Rather than treating Meta, Search, Performance Max, SEO and Epsilon Display as separate channels, each played a role in one joined-up system designed to prioritise higher-value donors and turn rare moments of consideration into long-term impact for Macmillan.