BHF’s ‘In Living Memory’ Turns Memorial Benches Into Symbols of Survival

To mark its 65th anniversary, the British Heart Foundation (BHF) has launched ‘In Living Memory’—a powerful integrated campaign created with Saatchi & Saatchi that redefines how public space remembers lives affected by cardiovascular disease.

At the heart of the campaign are 65 bright red benches installed across communities in the UK. Unlike traditional memorial benches, these don’t honor the dead. They celebrate the living.

A memorial concept turned on its head

Each ‘In Living Memory’ bench bears the name of a person who is alive today thanks to treatments and scientific breakthroughs funded by BHF. The familiar symbol of remembrance is reimagined as proof of survival.

Public benches as permanent OOH storytelling

Painted in BHF’s signature red, the benches will remain in place for at least five years. Installed in parks, high streets, and town centres close to where each survivor lives, they turn everyday public spaces into long-term, emotionally resonant OOH media.

Real people, real science, real communities

Saatchi & Saatchi worked with Raw Research and BHF’s Heart Stories team to identify survivors and place each bench in a location meaningful to them. The result is hyper-local storytelling that people encounter naturally—without needing to seek it out.

Conversations captured where life happens

The campaign extends beyond the benches themselves. Survivors and their families were filmed sitting on the benches, sharing unscripted conversations about diagnosis, treatment, recovery, and everyday life. These moments form the backbone of content across TV, social, online video, radio, print, and press.

OOH with consequence, not just visibility

While the AV highlights the stark reality that someone in the UK dies from cardiovascular disease every three minutes, the benches deliver the counterpoint: research works. By making survival visible and permanent, ‘In Living Memory’ turns outdoor media into a living argument for continued funding and public support.

A benchmark for purpose-led outdoor campaigns

‘In Living Memory’ shows how OOH can move beyond awareness into legacy. These benches aren’t impressions—they’re landmarks. A reminder, embedded in everyday life, that behind every statistic is a person who is still here.