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.
If you’d like to know more about our work for Daffodil Day, you can download the case study here.
What we did
- Creative idea
- TV commercials
- Donation cards
- Print campaign
- Donation boxes
- DM campaign
- Tote bags
- Radio campaign
