The UK’s only national charity dedicated to improving bone health and supporting people affected by osteoporosis. It works to prevent fractures, improve diagnosis and treatment, influence health policy, fund research, and provide information and support to people living with the condition.
The Royal Osteoporosis Society (ROS) wanted to create a legacy film that would inspire supporters to consider leaving a gift in their Will. The film needed to communicate the long-term impact of legacy giving, while showing the vital role ROS plays in supporting people affected by osteoporosis through services such as its Helpline, research and advocacy work. The aim was to create something personal and emotionally engaging rather than a traditional fundraising appeal — a film that would build trust, demonstrate the difference supporters can make, and encourage audiences to think about the legacy they want to leave for future generations. Key messaging focused on the centre's community-led heritage, versatility in programming, and irreplaceable local value. Filmed over one intensive day capturing multiple workshops, performances, and community interactions, we aimed to create a joyful, positive, and optimistic film focusing on bringing people together, providing respite from worries, and creating social connectivity.
To ensure the film reflected the real motivations behind legacy giving, we began by speaking with ROS legacy pledgers to understand their experiences, values and reasons for choosing to support the charity in this way. Through these conversations, we heard Christine’s story and immediately recognised the strength of her journey. A long-standing ROS supporter and advocate, Christine’s experience of living with osteoporosis, finding support through ROS and turning her own challenges into a passion for raising awareness perfectly captured the message we wanted to share. We created a storyteller-led documentary, filming with Christine at home and capturing both her reflections and everyday moments that brought her story to life.
The finished film shares Christine’s journey with honesty, warmth and hope, showing both the challenges of living with osteoporosis and the positive impact of support, information and advocacy. Her story demonstrates how ROS can change lives, while showing legacy giving as a powerful way to help others in the future. The film provides an authentic voice for ROS’ legacy programme, helping potential pledgers understand the difference their support could make. Alongside the main three-minute film, we created a shorter version for digital channels and captured additional stills and footage to support ROS’s ongoing legacy communications.