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By Jennifer Faull, Deputy Editor

February 28, 2013 | 2 min read

Marie Curie Cancer Care has launched its annual Great Daffodil Appeal, which helps raise awareness of the work of the charity and its nurses, with a campaign which spans TV, outdoor, and social media.

The campaign has been launched with a new TV ad from DLKW Lowe, which will air on ITV1 at 7pm.

The creative concept has focused on your last moments meaning as much as your first, and encouraging viewers to make a donation and wear one of the charity’s daffodil pins.

Outdoor activity, planned in conjunction with rapport and Clear Channel, will get the Marie Curie message out onto UK streets via 6-sheets, large formats and digital screens, and will run until 10 March.

The activity follows on from a two-month ‘Collector’ campaign that encouraged people to sign up to be a Marie Curie collector during the March Appeal. It included a radio campaign featuring actress Kiera Knightley, whilst building on previous years’ Facebook Community activity.

Media support has come from UM London.

Chris Dainty, director of communications at Marie Curie Cancer Care commented: “We’re really encouraged by how people have engaged with the campaign – even before the new ad has aired on TV. We've already had a record number of people signing up to collect for the Great Daffodil Appeal. Now it is time to really engage the public through our TV message about the importance of delivering great end of life care. It’s an issue that’s relevant to everyone and they can show their support by donating and wearing a daffodil pin.”

Geraldine Ridgeway, business director at UM London, also added: “As a true demonstration of ‘Curiosity Works’, we’ve built on learnings from the previous two years and this year’s Collector campaign has thus been our most successful to date. It means we’ll have more collectors on the streets than ever before for the Great Daffodil Appeal”.

Marie Curie Daffodil Appeal

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