Remember A Charity Rocky Taylor - One Stuntman, One Legacy
In a brave , game changing play for the Remember A Charity consortium, DDB UK are seeking to raise awareness around leaving legacies to charity through the ‘One Stuntman, One Legacy’ campaign, fronted by real-life stunt man Rocky Taylor.
One Stunt Man, One Legacy seeks to make a personal, sensitive subject more accessible and inspire conversation on the topic amongst the 50+ age group.
The lack of awareness and consideration to leave a legacy demanded a bold, unique campaign to grab attention and make a sensitive subject easier to talk about. Due to a tight budget, neither a broadcast nor direct approach would have efficiently reached the target audience of the over 50’s. In order for the campaign to cut through, particularly amongst the challenging, provocative work associated with the third sector, and earn media, DDB UK had to think outside the box. And so ‘One Stuntman, One Legacy’ was born.
Remember A Charity have teamed up with an aging stuntman named Rocky Taylor to perform a series of stunts to remind people of the importance of leaving a gift to charity. At 60 something he’s relevant to the target audience, and with his death defying job he’s able to talk about death and the importance of looking after your loved ones and what you care about when you’re gone, while delivering this important message in a charismatic, entertaining way. Rocky Taylor is definitely not your average pensioner.
The campaign has been designed to be interactive. On Remember A Charity’s Facebook page members of the public will be able watch his short film, find out more about Remember A Charity and the One Stuntman, One Legacy campaign - and ultimately vote on how his final stunts will be performed. Remember A Charity hopes the eye-catching campaign will attract thousands of viewers to watch the stunts live online. On 2nd August he will recreate the stunt that nearly killed him and hit the headlines in 1985 during the filming of Death wish 3, at Battersea Power Station, London. In September he will perform another stunt to mark Remember A Charity Week – the details of which will be revealed on the Facebook page.
As Chris Lapham, Creative Director at DDB UK says: “It’s not just the stuntman who’s brave in this new advertising campaign, but the client as well. To get people talking about a difficult subject, we’ve had to be ballsy and thanks to Remember A Charity having the guts to do something different, we feel we’ve created an idea that breaks the charity sector mould. And maybe a few bones too."
4 August 2011