16.08.2016 PR Bright Spot: Cancer Research UK

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What is it?

Charity Cancer Research UK used virtual reality to create a personalised immersive experience to recognise and thank supporters who left donations in their wills.

The installation, launched at RHS Hampton Court Palace Flower Show last month and now touring the UK, allows visitors to don Oculus Rift VR headsets and enter a ‘Life Garden’ containing 100,000 flowers, each bearing the name of a benefactor.

The charity’s senior business lead Sarah Squire told The Drum magazine that the experience helped people to feel they were “part of more private, collective thoughts and realise they are in something much bigger than themselves when trying to fight cancer”.


What was the effect?

The experience has featured in various marketing and campaign publications and has been praised on social media.


Why we liked it

Virtual reality offers all sorts of exciting opportunities for marketing and PR, but it is good to see the third sector using the new medium as a way of thanking and honouring its supporters while also promoting its work.