A bold new campaign from Greenpeace speaks directly to over-50s to inspire people to leave a gift in their will as a final act of defiance.

Born from research that shows 62% of over-50s feel campaigns underestimate their appetite for activism, the punchy new campaign from Greenpeace and Elvis aims to show that people can continue to challenge destructive corporations and protect nature, even after death. 

The campaign titled, ‘We Won’t Rest in Peace’, uses dark humor and cult comedy as a rallying cry to show audiences that death doesn't put an end to doing good. By leaving a gift to Greenpeace in your will, you can continue to challenge and make a difference.

A dynamic campaign film is a rallying protest cry. Filled with dark humour, in-camera effects, expert puppetry, the film brings skulls, worms and an urn to life as protagonists. The darkly comedic upbeat spot has a serious message of rebellion. 

Throughout the spot are the real voices of impassioned supporters who remind audiences that though the topic of wills and death is deeply personal, making a donation is empowering. Instead of staying buried and letting beliefs die, the campaign offers a practical and actionable way to make a lasting impact. 

"Legacy giving grapples with two of the greatest taboos: money and death. As a result, it is often framed as a private act, sensitively communicated. This campaign reclaims legacy giving as a final act of protest, a bold and loud demonstration of our supporters’ commitment to protecting the natural world. By using humour and entertainment, Elvis helped us show supporters that a legacy gift to Greenpeace is an act of defiance through which their values will live on, long after they’re gone,” says Melanie McNeill, Fundraising Director, Greenpeace.

The campaign runs across cinema, social, digital and press. Across every touchpoint, supporters are positioned not as donors but as empowered activists whose beliefs will outlive them.

The spot follows a live tour that saw a hearse and coffin make stops at London landmarks like the Houses of Parliament to show over-50s they can continue challenging destructive corporations and protect nature.

Striking a positive and rebellious tone to underline that giving is not a duty but an act of defiance, the campaign makes a lasting impact.