Marie Curie’s ‘Real Life Stories’ campaign shows the difference its nurses can make to end of life care

Marie Curie’s ‘Real Life Stories’ campaign shows the difference its nurses can make to end of life care in a new campaign rolling out ahead of its Great Daffodil Appeal.

Covering TV, radio, and online advertising, the ‘Real Life Stories’ campaign, created by DLKW Lowe, aims to highlight the importance of its nurses by sharing the stories and experiences of those with terminal illnesses who have been cared for by Marie Curie nurses.

The stories in the radio and online ads have been narrated by actor Dominic West and appear in the form of a book extract. Meanwhile the TV spot was narrated by actor Alison Steadman, who shares her first-hand experiences of the care provided by Marie Curie nurses to her mother.

Each story recounts how Marie Curie nurses care for patients at home and make it possible for people to stay in their own homes where they most want to be at the end of their lives.

Chris Dainty, director of communications at Marie Curie, explained: “Everyone who receives care from Marie Curie nurses has a powerful and poignant story to tell, along with their families, so it was important that these experiences were placed at the centre of the campaign.”

The activity has supported Marie Curie’s Great Daffodil Appeal, set to launch in March, and encourages people to support the fundraising campaign by making a donation and wearing a daffodil pin.

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Jennifer Faull

Jen Faull is Brands Editor at The Drum. Based in London, she has interviewed major business figures including top marketers from Mondelez, Unilever, Tesco, and Lidl.

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