Campaign Direct Awards 2006: Best Use of Outdoor

SILVER AWARD Project: Still Here Bench Agency: OgilvyOne Worldwide Creative directors: Colin Nimick, Paul Hargreaves Art director: Charlie Wilson Copywriter: Emma de le Fosse Account directors: Alison Squire, Erica North Client: Cancer Research UK Direct marketing director: Antony Newman

Cancer Research UK was often perceived as remote and impersonal, so OgilvyOne was briefed to create a campaign to increase the number of donors.

A key insight was that people tend to acknowledge death from cancer more than survival. So messages from cancer survivors, such as "Susan James loved sitting here and still does thanks to research into cancer", were put on wooden park benches.

As well as extensive media coverage, the charity received positive and warm feedback from fundraisers, volunteers, survivors and donors. The campaign is being rolled out across 70 more benches.

Also won: Campaign Gold Award, Best Use of Press, Best Use of Broadcast.