Cancer Research UK has launched an interactive digital DNA helix featuring the names of those who donate to its campaign through specific marketing channels to raise £100 million for the Crick – a world-leading bio medical research and innovation centre, scheduled to open next year.
Nick Georgiadis, head of individual giving at Cancer Research UK, commented that the digital helix will give something back to the charity’s supporters and make them feel part of the Crick’s history.
“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,” he said.
‘Be Part of the Crick’s DNA’
The digital helix has been created by creative agency Atomic London and is part of the fully integrated campaign designed to inspire the public to ‘Be Part of the Crick’s DNA’.
Cancer Research UK has promised to raise £100million to help complete the Crick, which will be a collaboration between six world-leading medical organisations (including Cancer Research UK).
The Crick will see over 1,200 scientists gathering to combat major diseases, including cancer.
Live online experience
In order to make a donation and see your name appear on the digital helix, supporters can click here. Donations go towards key equipment and resources needed by scientists to make new, breakthrough discoveries.
Donors will be sent a certificate and personalised animation with their name on the digital DNA helix, which will be shareable via social media.
Atomic collaborated with onedotzero and their partners to design, develop and produce the idea, using a pioneering custom 3D engine.
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.
Who was Francis Crick?
Alongside James Watson and Maurice Wilkins, Francis Crick was one of the people to discover the DNA double helix, based on the work of Rosalind Franklin.
Thought to be one of the most monumental discoveries in modern science, the DNA double helix has “transformed our understanding of the human body and diseases”.
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