Campaign Love
British Heart Foundation – In Living Memory
British Heart Foundation’s In Living Memory nailed cultural relevance by reclaiming the familiar memorial bench and flipping it into a celebration of survival. Marking its 65th anniversary by honouring people still living thanks to BHF-funded research.
By placing striking red “living memorials” in public spaces and anchoring them in raw, unscripted survivor stories, the campaign delivered emotional resonance at scale while turning a quiet moment of reflection into a powerful reminder that continued support saves lives.
🌟CRI Win 🌟Audience Values & Habits: 81/120
In Living Memory doesn’t ask for attention, it earns it, meeting people in the flow of everyday life and trusting them to do the emotional work themselves. It’s a reminder that the most effective cultural ideas aren’t louder or cleverer — they’re simpler, braver, and rooted in real human truth.
