"In Living Memory"

16 January 2026

3 mins

A new benchmark.

The simple ideas are the best and the idea of installing sixty-five red benches up and down the country on behalf of the British Heart Foundation to represent people who have survived a heart attack is both simple and brilliant. The accompanying Glue Society film is tonally perfect, and draws attention to the initiative in a style that is both impactful and effective.

It's not often that DAVID is moved to make a donation ahead of writing a review for a charity, but this powerful piece of communication proved irresistible. (NB. BHF, if you're reading this, we'd recommend you enable donations via Apple Pay and Google Pay on your website!)

Benches have long been a way for people to remember those who have died, and they are often marked with the words 'In Loving Memory'. The subversion of this practice by placing benches 'in living memory' of those who have survived a life-threatening cardiac incident had to be executed with the utmost respect and sensitivity, and that has certainly been achieved by this beautiful film.

The documentary element is perfectly judged, generating an intimacy that really enables you to feel the power of the stories. If this film was slicker, it would be less effective, and it was very wise to avoid the temptation to coax more charismatic performances from the contributors. Authenticity is everything, and this campaign ought to persuade people to donate to the charity in their droves. It would be a wonderful legacy if more of these benches were to be put in place by individuals wanting to mark their own survival or that of their loved ones.

UK

Charities