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Atomic London's Digital Helix Lets You Be Part of Cancer Research's DNA

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Public can donate to have names appear on campaign site for the Francis Crick Institute

Atomic London's Digital Helix Lets You Be Part of Cancer Research's DNA

An interactive digital DNA helix has been launched by Cancer Research UK which features the names of people who donate to its campaign via specific marketing channels to raise £100million for the Crick, a world-leading centre of biomedical research and innovation due to open in 2016. Click here to view the DNA helix.

Created by Atomic London, the digital helix is part of the fully integrated campaign to encourage the public to ‘Be Part of the Crick’s DNA’, which includes fundraising channels such as digital, outdoor, social media, face-to-face and direct mail.

Cancer Research UK has pledged to raise £100 million to help complete the Crick, which will be a visionary collaboration between six world-leading medical research organisations, including Cancer Research UK.  It will see more than 1,200 scientists coming together under one roof to tackle the major diseases, such as cancer, that pose the greatest threat to humanity.

Supporters can visit cruk.org.uk/crickDNA to make their donation and see their name appear on the digital helix as part of the live online experience. Donations go directly towards the equipment and resources scientists need to make breakthroughs and new discoveries.

Francis Crick was one of the people to discover the DNA double helix, alongside James Watson and Maurice Wilkins, and based on the work of Rosalind Franklin.  It is thought to be one of the most significant discoveries in modern science and has transformed our understanding of the human body and disease.  Crick was noted for his intelligence, openness to new ideas and collaborations with scientists working in different fields of expertise which are founding principles for the institute.

Contributors will be sent a certificate and a personalised animation featuring their name on the digital DNA helix, which can be shared via social media. Atomic worked with onedotzero and their partners to design, develop and produce the concept, using an innovative custom 3D engine – however people interact with it, it will maintain the correct scientific helix structure and proportions. Every visit will be a unique experience, with elements moving at random and new names and messages being added

Nick Georgiadis, head of individual giving at Cancer Research UK said: “The Crick will impact the lives of a huge number of people.. The digital helix we’ve created with Atomic London gives our supporters a chance to be part of the Crick’s history as well as giving them something special as a ‘thank you’ for their donation.”

Jon Goulding, founding partner at Atomic London, said: “We’re extremely proud to be part of something that is set to make such a massive difference to the future of cancer as we know it. Rather than a more traditional ‘founder’s stone’ we decided to do things differently and create a more cutting edge, personalised experience that is more reflective of the cutting edge work that the Crick will be doing.”

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Creative Agency

Creative Agency: Atomic London

Categories: Charity, Corporate, Social and PSAs

lbbonline.com, Tue, 22 Sep 2015 09:32:38 GMT