Will Aid

Will Aid is a British charity will-writing scheme designed to encourage people to get a professionally written will, while raising funds to support the life-changing work of partner charities.


It has taken place annually since 1988 but, back in 2015, Prominent was brought on board.

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Since the beginning of our partnership, the team has continued to deliver successful campaigns year-on-year, proudly supporting a great cause. Prominent has achieved a wide variety of coverage for Will Aid and it’s participating solicitors, including national, regional, trade and broadcast. We have helped recruit celebrity ambassadors, as well as yearly promotion from Martin Lewis and Money Saving expert.

Prominent works closely with the campaign director to recruit solicitors, secure national and regional coverage, and manage social media accounts. We also work to build relationships with charity ambassadors and identify new ways to raise awareness of the campaign. Additionally, the team regularly attend meetings with the chair of Will Aid, the management committee and charity partners to set KPIs and discuss plans.

During the challenges caused by the pandemic, the Prominent team remained committed to ensuring campaigns continued to be as successful as possible. The impact it has had on charities across the world has been significant, so we are proud to help support Will Aid’s nine partners.

Some examples of the work we have done over the years include:

  • Recruited new celebrity ambassadors – Iain Glen and Robert Peston

  • Built on the relationship with Martin Lewis (Money Saving Expert) and secured national broadcast coverage on This Morning, Good Morning Britain, The Martin Lewis Money Show and Steph’s Packed Lunch

  • Secured interviews for solicitors on local and national radio

  • Increased awareness of the campaign by securing editorial in national publications like Good Housekeeping and Daily Mail

  • Managed the Will Aid social media channels and built their following

  • Designed a range of graphics for use on social media and solicitor websites

  • Arranged thank you presentations for solicitors and PR opportunities for their firm

  • Held PR workshops for participating solicitors

We also work closely with solicitors throughout the campaign to provide support, publicity and training to ensure they get the most out of their participation in Will Aid.

The 2021 campaign

The pandemic continued to present a number of obstacles within the 2021 campaign. The national lockdown at the beginning of the year resulted in many solicitor presentations being delayed until later in the year. However, as is Prominent’s nature, we adapted to ensure the campaign was still a success.

Prominent produced numerous press releases throughout the campaign, linking to the impact of Covid-19 and the fragility of life. They included exclusive data from a survey of people across the UK. To cater for our radio contacts, we also provided audio clips alongside our press releases, therefore expanding our media reach.

Our team secured hundreds of media clippings in national, regional, trade and broadcast press. We also built relationships with the teams of Will Aid’s celebrity ambassadors, as well the teams behind Martin Lewis Money Show and Steph’s Packed Lunch, which will be useful for future campaigns.

We achieved the following during the 2021 campaign:

  • Exceeded our national KPI by 166%

  • Secured promotion on the Martin Lewis Money Show and Steph’s Packed Lunch

  • Arranged virtual and physical thank you presentations for solicitors

  • Secured interviews for solicitors on various radio stations

  • Supplied radio stations across the UK with audio from Robert Peston promoting Will Aid

  • Received complimentary sponsorship in the British Wills and Probate Awards


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.


"We’ve consistently had a great experience working with Lauren and the team at Prominent. They are always on hand to support our needs, creative in their approach and adaptable – especially important last year during the pandemic as our plans changed day by day!" – Peter de Vena Franks, Campaign Director

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