More than half (56%) of people in their 50s and nearly a third (32%) in their 60s have not made a will, a new report found, leaving their home, savings and legacy to chance. During Dying Matters Awareness Week, we helped Macmillan Cancer Support turn that finding into a broadcast PR campaign about planning ahead, and about how gifts in wills help fund more than a third of Macmillan's services. A broadcaster and finance expert joined a spokesperson from Macmillan Cancer Support for a radio day of interviews. The campaign secured 13 items of radio coverage reaching 2.2 million people, led by Sky News Radio.
Macmillan Cancer Support, Dying Matters Awareness Week
The aim
Macmillan Cancer Support wanted to raise awareness of its legacy services and encourage listeners to consider leaving a gift in their will.
The message
Gifts in wills help fund more than a third of Macmillan's services. Leaving a gift is a straightforward, cost-effective way to support its work, after family and friends are provided for.
The angle
A new report found more than half (56%) of people in their 50s and nearly a third (32%) in their 60s had not made a will, leaving their home, savings and legacy to chance.
On air
A broadcaster and finance expert, and a spokesperson from Macmillan Cancer Support
The result
13 items of coverage reaching 2.2 million, including Sky News Radio.
About Dying Matters Awareness Week
Dying Matters Awareness Week is an annual UK week that encourages people to talk about dying, death and bereavement and to plan ahead. It grew out of the Dying Matters Coalition led by the National Council for Palliative Care, and it has been run by Hospice UK since the two charities merged in 2017. The 2026 week ran from 4 to 10 May. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning Dying Matters Awareness Week for 2027?
Dying Matters Awareness Week usually runs in early May; the 2027 dates have not yet been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
