Created by Whitewater, the campaign is designed to reflect the change in the way people access information and make informed choices, and the barriers that stop people considering leaving a gift in their will.
The aim is to persuade people to leave a gift to the NSPCC in their will to help protect children at risk of abuse.
The creative invites people to consider their own children first, with a deliberately ambiguous 'hook' asking "Are the children taken care of in your will?"
The ads will feature on sites such as Facebook, where certain profiles/interests and life stages will be targeted, and Genes Reunited.
The campaign will also target a broader audience on sites including the Telegraph.co.uk and Yahoo.com
Alex McDowell, NSPCC legacy marketing manager, said: "This approach, while testing new ways in reaching potential legators, is in keeping with the NSPCC's broader legacy marketing strategy of generating enquiries and increasing consideration rates, rather than getting people to 'pledge' or take action before they feel ready or comfortable to do so."
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