Cancer charity Marie Curie has launched a direct response television (DRTV) campaign with actresses Jane Horrocks and Alison Steadman, to recruit volunteers for its annual Great Daffodil Appeal.
The 30-second ad, created by Saatchi & Saatchi London with UM London leading media and planning, is voiced by Horrocks, who asks people to sign up to be a volunteer collector for the Great Daffodil Appeal.
This is the first time the charity has used a DRTV ad to recruit volunteer collectors for the appeal, and consumers will be given the opportunity to respond to the ad by telephone and online.
Radio and DRTV ads will run from 19 January to 15 February, with radio spots across the network, while the DRTV will run on Channel 4 Digital, Channel 5/Digital, SKY, ITV Digital and Turner.
Emma Lodge, senior planner at UM London, said: “This is a significant campaign for Marie Curie. It’s the first time we’ve run a DRTV campaign for them, and we’re very excited to see how this will impact on recruitment figures. Our performance teams will be monitoring responses closely across platforms, and we’ll be able to give our client a granular breakdown of impact, by channel."
A second phase of the media campaign is a 30-second TV advert fronted by actress and Marie Curie ambassador, Alison Steadman, encouraging people to donate and wear a daffodil to support the charity.
The ad tells Steadman's own story of how Marie Curie Nurses supported her mother when she was diagnosed and living with a terminal illness. She said: “They did more than look after mum, they took away her fear.” The advert originally aired in 2011 and was created by DLKW Lowe.