The initiative will see well-known artists, sculptors and designers from across the world create bespoke installations that will be positioned across London. Located in prominent and iconic locations, the artworks will encourage people to engage with the activity as part of their daily routine.
The campaign aims to raise the profile of the charity's involvement in the Francis Crick Institute, a biomedical research and innovation centre due to open in the capital in 2016. Members of the public will be asked to text to donate funds, while the sculptures will be auctioned at the end of the summer through Christie’s.
Drive will oversee the logistics, artist liaison and overall production of the project.
Ben Fender, chief executive of Drive, said: "Drive has worked with Cancer Research UK for more than ten years, specialising in innovative and imaginative events and experiences that help raise vital funds for crucial research projects.
"The campaign is a fantastic project that once again fuses high profile art, science and fundraising into an accessible and meaningful experience. The work at the Crick institute will improve millions of people’s lives all over the globe and I’m extremely proud that Drive is a part of it."
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