Sue’s Story, CoppaFeel!

CoppaFeel! is a charity dedicated to raising awareness about the importance of early detection of breast cancer, particularly among young people. They empower individuals to become proactive about their health by regularly checking their chests and recognising early signs of breast cancer.

The brief

CoppaFeel! needed a legacy fundraising film that would normalise and inspire legacy giving by highlighting its personal and lasting impact.

The challenge was significant: how does a youth-focused charity authentically discuss legacy giving? The film needed to balance CoppaFeel's signature upbeat, frank tone with the sensitive topics of end-of-life planning and breast cancer, while targeting supporters aged 50+ who might consider leaving gifts in their wills.

The core objective was to normalise legacy giving, presenting it as an empowering, straightforward choice with lasting impact, featuring Sue's personal story at the heart of the narrative.

The process

We began with extensive research and collaboration with the CoppaFeel team to understand how to approach legacy giving authentically for a youth-focused charity. The key breakthrough was that their supporters wanted to focus on impact and being authentic.

Working closely with Sue, we co-created the entire project. She had full input on where and how she wanted to be filmed, ensuring she felt comfortable and empowered throughout the process. The CoppaFeel! team was present on set, and we conducted thorough research together beforehand to ensure we captured the right tone and messaging.

The main challenges we navigated included:

• How to talk about legacy giving authentically as a youth-focused charity

• Normalising the conversation around end-of-life planning

• Creating a legacy film that felt genuine rather than overly produced

Sue had input on the cuts and received support throughout the entire process, ensuring her story was represented authentically and collaboratively. We maintained regular check-ins to ensure she felt comfortable with how her story was being presented.

The Results

The film achieved remarkable success in its first three months:

• 300% increase in legacy pledges

• 42% gift inclusion rate (compared to 33% industry standard)

Most importantly, Sue loved the final film and felt her story was represented authentically.

I think it's perfect and beautifully filmed, capturing a real story and keeping the message clear about the important work CoppaFeel! have done and can continue to do with support via a legacy donation. This film is going to make a real difference."