Cancer Research wants to encourage the public to ‘Be Part of the Crick’s DNA’ and is using the digital DNA helix to feature the names of people who donate to the campaign via specific marketing channels.
The initiative is part of a wider campaign to raise £100m for the Crick, the centre of biomedical research and innovation due to open in 2016.
Cancer Research UK has pledged to raise £100 million to help complete the building, which will be a collaboration between six world-leading medical research organisations, including Cancer Research UK and see more than 1,200 scientists coming together under one roof to tackle major diseases, such as cancer.
Nick Georgiadis, head of individual giving at Cancer Research UK explained: “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.”
After donating through cruk.org.uk/crickDNA, contributors will see their name appear on the digital helix. Every visit will be a unique experience, with elements moving at random and new names and messages being added. They will also be sent a certificate and a personalised animation featuring their name on the digital DNA helix, which can be shared via social media.
The concept was delivered by Atomic London with onedotzero.