At a time when the world can feel doom and gloom, the British Heart Foundation’s 65th anniversary campaign is a ray of joy and hope. 

The work from Saatchi & Saatchi placed 65 red memorial benches up and down the UK. Benches that are not traditional memorial benches but a symbol of the success of the British Heart Foundation, representing the stories of 65 survivors of cardiovascular disease whose lives have been saved by critical BHF-funded research.

With benches painted in the signature British Heart Foundation red, the ‘In Living Memory’ is a striking physical campaign acting as a poignant reminder of the treatments and advances being made by the charity. 

Each installation celebrates a real person and a real scientific story. Celebrating success to bring to life the importance of ongoing research and funding, the campaign is built around real conversations and interviews recorded on the benches with survivors and their families. The benches have been placed in the communities the survivors come from. 

As well as the physical benches the campaign is made up of TV, social, online video, print, radio and press that tell the stories of survivors. Bringing to life the stories of real people to bring the charity’s important work to light. 

Flipping the meaning of memorial benches around to celebrate life, the objects become a powerful and emotive storytelling motif.

“When pictures of our benches being installed around the UK came into our inboxes and this idea became not just real but permanent, I watched one of our producers break down with emotion. This extraordinary project is a feat of production, integration and collaboration. It means as much to us as it does each one of the sixty five people who now have living memorials in their parks, villages and towns to remind everyone in the UK about the importance of the British Heart Foundation's research and that their donations save real lives,” says Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi.

The people-centred campaign is a reminder of the importance of the work of the British Heart Foundation. With simplicity and symbolism, Saatchi & Saatchi tells a story of success providing audiences with hope. A reminder that the most impactful creativity has humanity