National Hospice Legacy Campaign

A girl in a crown wearing an oxygen tube is laughing with her mum and a nurse. The text in the corner reads 'This is hospice care'.

Hospice UK is leading a national campaign to encourage people to protect hospice care for all by leaving a gift in their Will to their local hospice.

This campaign supports participating hospices to fundraise for their work through legacy giving.

What's on this page

Why is legacy income important?

At Hospice UK we understand that funding remains a challenge for many hospices but legacy income is an important and growing source of funding.

Charities, especially hospices, have an enormous opportunity to attract a significant amount of this legacy income. 

Our national campaign: This is Hospice Care

Working with participating hospices, we have built a ground-breaking national campaign to raise vital awareness of legacy giving for local hospices.

143 hospices joined the campaign in its first year, raising a campaign budget of £1,004,000.

The centrepiece of the campaign is a powerful national TV ad. Titled, This is Hospice Care, the campaign aims to reset the public's expectations about the amazing, diverse work that hospices do, the impact that hospice care has on people’s lives - and why it’s so vital that it continues in future.

The advert invites the public to take action, finding their local hospice to support with a gift in their Will using our dedicated campaign microsite.

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Watch our TV ad

Seen on 19 different TV channels over two weeks in February our advert reached 10 million adults aged 55+, and 12.5 million adults overall. A second burst of broadcast activity is planned for September 2025.

Watch on YouTube
Collage of This Is Hospice Care campaign collateral produced by hospices

Working with hospices

This national campaign is supported at a local level by each of the participating hospices using a toolkit of assets and campaign materials. 

These resources will help them to create powerful messaging which speaks to their communities through print, social media, out of home and through press and PR.

Year two: what's next for the campaign?

In year two we will build on the success of year one increasing brand awareness and consideration of leaving a gift in your Will to your local hospice with development of the expanded media plan and new assets in 2025, leading into broadcast and campaign activity in February and September 2026.

This will include: 

  • Expanded media plan and focus areas
  • New creative assets: updated messaging, visuals, and adaptations
  • Learnings and insights from Year One 
A screen shot of the landing page for the This is Hospice Care website.

Find out more

To find out more about the campaign, you can visit our dedicated campaign microsite at thisishospicecare.org

If you have any questions, please email the Legacy Campaign team.

Visit the campaign microsite