Cancer Research UK has sponsored the Royal Horticultural Society for over 10 years. As a result of the partnership, the charity sponsored beautifully designed show gardens at the prestigious RHS Hampton Court Palace Garden Festival and the RHS Flower Show Tatton Park.

But with majority of in-person events screeching to a halt during the pandemic, Cancer Research UK needed to revaluate its engagement activities. The charity was forced to utilise remote and digital marketing strategies to engage with stakeholders and raise vital funds.

“Although digital marketing activities play an important role in our marketing and engagement plans, it does not substitute meaningful face to face conversations, especially when you can treat your supporters to an amazing experience at the same time,” says, Sam Devlin, head of legacy product at Cancer Research UK.

The Royal Horticultural Society stepped in to support the charity and use its shows to compliment Cancer Research’s existing marketing channels and optimise brand engagement in 2022.

Cancer Research UK has increased its focus on developing its legacy messaging in the last 12 months, to raise awareness of fundraising and demonstrate the impact it has on vital research. The Charities Aid Foundation defines a legacy gift as ‘a gift that someone leaves to a charitable organisation in their Will.’

Tom Simpson, designed the Cancer Research UK Legacy Garden, to feature at RHS Hampton Court Palace Garden Festival. The campaign represents the duality between Cancer Research UK’s legacy supporters and the researchers who collaboratively help to beat cancer.

 

The garden landscape has two interlocking circles in a figure of eight, forming the symbol of infinity to represent continuity and the everlasting progress that each new cancer research breakthrough inspires. Each garden element links back to the Cancer Research mission and aims to encourage visitors to think about the impact of its legacy supporters and researchers helping to beat cancer for future generations.

Neil Sutcliffe designed the Legacy Garden at RHS Tatton Park Flower Show with the aim to create a peaceful and immersive space. Sutcliffe was inspired by the Greek proverb ‘A Society grows great when old men plant trees whose shade they will never sit in.’

The charity has seen legacy giving awareness increase significantly with more people leaving a gift in their will. Show visitors have also been keen to engage with the garden and open conversations around the topic. The Legacy Gardens demonstrate the benefit of creativity for brands looking to increase brand awareness and stakeholder engagement, using innovative and symbolic communications campaigns.

Helena Pettit, RHS director of shows and gardens, says, “Our RHS shows provide a unique platform for charities and other organisations to promote their brands to large audiences. Sponsoring a garden is an excellent way of engaging people with your messaging because it allows you to tell your story in a beautiful way through plants. As a charity, our RHS shows and the publicity around them are vital in helping us promote our own charitable work and for fundraising purposes."