In Living Memory

Client: BHF

British Heart Foundation is one of the biggest independent funders of cardiovascular disease research in the UK, but its cause still remains underfunded.

Our objective was simple to articulate but difficult to execute – leverage a greater understanding of how BHF donations save lives to drive donations. To do this, we put the cause directly into British communities with 65 red benches, flipping the narrative of a cultural icon of remembrance to, instead, honouring SURVIVORS of cardiovascular disease. 65 people who are alive thanks to 65 years of funding lifesaving research. Each bench became a permanent symbol of hope, research, and what donations can collectively achieve – and the stories behind each bench became a fully integrated media campaign. The campaign made cardiovascular disease research feel tangible and real, directly addressing our objective to drive donations. Which it increased by 23% during the campaign, including the charity’s largest ever single donation.