GiveDirectly gets dead serious about wills

Cash transfer charity GiveDirectly doesn’t beat around the bush in tackling the often-uncomfortable topic of creating a will in this comedic new campaign, titled You Will Die, created by Bacon and Eggs Media.

Starring actor Jonathan Stoddard, the spot encouraging young Silicone Valley tech bros and business execs to create their wills, as the protagonist takes bizarre new wellness and longevity hacks to the extreme. It concludes with the protagonist's untimely and unforeseeable death, acting as a reminder to the wider public that no one lives forever, despite attempts to maximise health and wellness.  

The initiative aims to build interest in legacy giving for the nonprofit, which directs money to people living in extreme poverty globally, with major program hubs in the U.S. and Africa. 

“Other charities are afraid to mention death when they run campaigns to get people to add them to their will,” said Harris Roberts, Vice President of Marketing. “To us, that seemed silly given death is inevitable and instead of tiptoeing around the topic, You Will Die pokes fun at how much time people spend on their morning routines while procrastinating on spending 20 minutes to make a will.”