GOLD AWARD Project: Still Here Bench Agency: OgilvyOne Worldwide Creative directors: Colin Nimick, Paul Hargreaves Art director: Charlie Wilson Copywriter: Emma de la Fosse Account directors: Alison Squire, Erica North Client: Cancer Research UK Direct marketing director: Antony Newman
Research showed Cancer Research UK was often perceived as remote and impersonal. However, the charity plays a significant role in saving people from cancer and wanted to communicate that and increase the number of regular donors.
A key insight was that people tend to acknowledge death from cancer more than survival. The agency wanted to help people talk about survival by using success stories.
The real names of, and messages from, cancer survivors were put on wooden park benches. For example, one read: "Susan James loved sitting here and still does thanks to research into cancer."
Media coverage alone was worth about £250,000 in PR terms. The charity received positive and warm feedback from local fundraisers, volunteers, survivors and donors. The campaign is being extended to 70 more benches.
Also won: Best Use of Outdoor, Best Use of Press, Best Use of Broadcast.