Cancer Research UK: A virtual reality garden at Hampton Court Flower show, with a flower for each legacy donor
Agency: Atomic London
More than 100,000 amazing people have left gifts in their wills to Cancer Research UK, funding over a third of their life saving research projects. The brief was to remember these people and inspire others to think about leaving a gift in their will to the charity in the future.
Strategy
Legacy gifts make up more than a third of Cancer Research UK's funding, without them the charity's work couldn't continue, and the charity wanted to remember these...