National charity Hft, which provides services for people with learning disabilities, has launched its first digital campaign in partnership with Swindon digital marketing agency equimedia to encourage people to leave a legacy in their will.
Bristol-based Hft relies on donations, including legacy gifts, to help people live the life they choose. Hft’s desire to use digital as another means to generate interest prompted the charity to attend the Digital Futures event hosted by equimedia in Bristol earlier this year. 
The legacy campaign involves programmatic display – digital advertising slots that are bought automatically by a technology platform – and Facebook advertising aimed at specific digital audiences identified via segmentation.
Using equimedia’s display trading platform, the banner adverts have been designed in HTML5 to ensure they are fully optimised and display correctly regardless of the device people are using.
Equimedia strategy account director Tiffany Stubbs said: “Our innovations team design Digital Futures events for senior marketers and business leaders who are looking to learn about what’s new in digital marketing.
“It’s a great opportunity for networking too, bringing everyone together in the room with a united interest in getting the most of their digital communications.”
Hft legacy manager Katie Tennyson added: “We really enjoyed spending time with fellow marketers and it gave us plenty of food for thought when we got back to the office. Attending this event provided us with the basic skills and understanding needed to start talking to equimedia about our first legacy digital marketing campaign.
“We’re excited to see the results of our first foray into this channel, and learn how we can develop our plans further in the future.”
Kembrey Park-based equimedia is the UK’s second largest independent media agency and was recently ranked sixth on supplies services such as search engine optimisation, analytics and media planning and buying to clients ranging from WH Smith and Panasonic to the RSPB.
It was recently ranked sixth on the media group econsultancy’s league table of the UK’s top 100 digital agencies.
