Marie Curie

For those affected by bereavement, however, the ability to open up and share the powerful, painful feelings that grief brings can be an incredibly helpful step in the healing process. Marie Curie, which cares for people with terminal illnesses, chose Yoyo to help them find a way. They envisioned a digital space where stories of loved ones could be told and memories could live on, opening the door to their support services for anyone coping with bereavement.

The challenge

For Marie Curie, this was a project that had to resonate with anyone affected by grief and not just those connected to the charity, placing real emphasis on an understanding of the audience in question. During the discovery phase, we gained valuable insights from people who had lost someone within the last five years, and combined this with output from research workshops held with key stakeholders across Marie Curie. What emerged was the concept for Memory Cloud, providing a simple, engaging and powerful experience for users and an evergreen platform for Marie Curie to raise awareness of their services and promote their role in helping people deal with grief.

Ahead of its wider launch to the public, the site was introduced to Marie Curie staff at a key internal event, which takes place once every three years. To tease the Memory Cloud concept, we used our expertise in Augmented Reality to create a complementary AR experience where audience members could unlock a beautiful interactive petal animation on their mobiles. This contained a message encouraging staff to share their own precious memories of lost loved ones within Memory Cloud, breathing real-life stories into this important campaign.