ABOUT

Business Challenges:
• Vying for donations against larger competitors.
• Raising widespread awareness of the brand truth in order to drive active engagement and recruitment.
• Prompting and emotionally incentivising a reappraisal of the brand in order to promote participation amongst a mass audience.
• Broadening the appeal and understanding of an organisation.
• Standing out against dominant competition
• Raising awareness of the core brand benefit to generate understanding and participation in the drive for donation

The issue:
Marie Cure Cancer Care provides end-of-life support and nursing care and relies on public donation for 70% of its income. The cancer charity sector is well-supported by the public but MCCC face fierce competition for funds. They needed to encourage the public to get involved in their annual Great Daffodil Appeal, not only by donating money and wearing a daffodil pin, but also by giving their time to collect donations.

Activation idea:
Your last moments should mean as much as your first
By juxtaposing the first and last moments of people’s lives, consumers were encouraged to note the contrast between how we value birth and death. Emotive story telling enabled them to understand the impact that professional care could have on someone’s final hours and how critical it is that people with a terminal illness are given the comfortable, dignified end they deserve.

Business Effect:
• 47% rise in the number of street collectors
• 148% over their manned collection target
• Increase of £650k in value of donations, giving a ROI of £2.45