BUY A DAFFODIL
Daffodil Day is the Cancer
Council's number one fundraising day, the flagship event of the
Cancer Council, and the
biggest fundraising event of its kind in the Southern Hemisphere.
Born in 1986, it raises millions of dollars each year for cancer
research, prevention and support but, like all veterans, it needs a
regular facelift to maintain its place at the top of the charity
charts.
Concerned by the knowledge that Daffodil Day was in slow but
steady decline and its audience was ageing, we created a new
campaign in '09 designed to make the Day interesting to a new,
younger audience without alienating those who had always supported
it. Based on the fact that 1 in 2 people will be diagnosed with
cancer before age 85, the campaign delivers a simple message:
whoever you are you will be affected by cancer in some way in your
life, and that means you should buy a daffodil on Daffodil Day.
The campaign features TV ads, outdoor, press ads, banners, DM,
donation boxes, donation cards, tote bags and even the voice of
Aussie icon, Barry
Crocker.