Cancer Research UK - The Life Garden

The Life Garden is a virtual reality experience for Cancer Research UK to celebrate and thank over 100,000 people who have left a gift in their Will to the charity. Winner of three DMA Awards, Creative For a Cause at the IABs, winner of the Content Award at the MAA Do Different Awards, winner of Ambient at the Creative Circle and Winner of Best Use of VR at The Drum Marketing Awards.

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Over 100,000 amazing people have left gifts in their Wills to Cancer Research UK, funding over a third of the charity’s life saving work. Our brief was to celebrate and thank these people and inspire others to think about leaving a gift in their Will to the charity.

Cancer Research UK already has book of remembrance that thanks those who have left a gift in their Will but we wanted to create something more accessible for their friends and family. The experience needed to be both transportable and personal, showing friends and family what their loved ones gift has helped Cancer Research UK achieve.

We created ‘The Life Garden’ the world’s first virtual reality (VR) tribute garden, holding over 100,000 flowers – one for each person who left a gift in their Will to the charity. We entered into RHS Hampton Court Palace Flower Show, and invited friends and family along to enjoy a personalised experience where they could see their loved ones name bloom from a central flower.

The garden captured people’s imagination and the response was overwhelmingly positive. It featured in the national press and on the BBC’s special programming from the flower show, reaching around 2.5 million viewers. 150,000 people saw the garden at RHS Hampton Court Palace Flower Show and 1,000 people used the VR experience. We subsequently saw a 416% increase to Cancer Research UK legacy webpages.

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