Will Aid

Will Aid is a British charity will-writing scheme designed to reinforce the need for everyone to have a will and to raise funds for nine participating charities.

In 2015, Prominent was brought on board – six months after the campaign for 2016 was underway.

Lauren Smith and John Coulthurst copy

Our objectives were:

  • To increase the number of lawyers involved in the programme.
  • To increase awareness of Will Aid and will-writing in general with the public.

Work included:

  • A review of PR results from previous years, tactics which worked and which didn’t.
  • Commissioning a poll to generate newsworthy headlines.
  • Utilising existing relationships we have with journalists across the country.
  • Working with celebrity patrons Dame Judi Dench and Graham Norton for national media opportunities.
  • Working with the legal press to connect directly with law firms.
  • Liaising with influential personal finance websites including MoneySavingExpert.com, MoneySupermarket.com and Moneywise.
  • Streamlining content on the Will Aid website to help with SEO.
  • Improving the social media channels to create key, consistent, regular messages aimed at the legal profession and the general public.
  • Launching the public campaign.


  • We secured 526 media clippings with a combined circulation of 92,546,647.
  • The recruitment of 1,008 solicitors - up 13% from 893 in 2015.
  • During the 2016 campaign, 12,995 wills were written, raising £1,234,525 for charity.
  • We have been invited to continue working with Will Aid and will be managing the 2017 campaign.


  • Prominent won a Silver award for the CIPR Pride Awards for the Anglia, Thames and Chiltern region 2017 in the Not For Profit category for its work on Will Aid.
  • Abi Gagen, who managed the Will Aid account, won Gold for the CIPR PRide awards for the Anglia, Thames and Chiltern region 2017 in the Young Communicator of the Year category.

Prominent used imagination, creativity and teamwork to produce astounding results for Will Aid 2016 - despite being brought in six months into a year-long campaign.