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A dynamic online donations driver for Cancer Research UK

Cancer Research UK

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In 2016 a dramatic new chapter in the fight against cancer begins – the Francis Crick Institute opens. Inside, over 1,200 brilliant scientists will work together to tackle some of the world’s most devastating diseases – including cancer.

To promote engagement, and show appreciation to donors, those who donate to Cancer Research UK will see their name included in a DNA Helix (a nod to Francis Crick, famous for co-discovering the DNA molecule structure).

This project saw onedotzero, Atomic and Sennep come together to create a responsive build, using a custom 3D engine. Each donor receives a URL, providing them with a personalised experience. Donor names sit proud alongside others that have donated, and key scientists involved in the research.

On interaction the DNA Helix maintains its structure and proportion, with the twists and coils promoting a sense of depth - drawing the user in.

The campaign is now live and is set to be promoted to over 3 million people. Early indications show that the quantity of donations is exceeding expectations.

Credits

Client: Cancer Research UK + Francis Crick Institute
Agency: Atomic London
Creative Direction + Production: onedotzero
Design + Development: Sennep