DLKW Lowe created the spot which features Alison Steadman, whose mother who died from cancer was cared for by Marie Curie nurses during her final months. The campaign highlights the daffodil as the emblem of the charity and the actress explains that she wears hers as a thank you to those nurses for their support. She asks "What does your daffodil say?" as viewers are asked to show their support for the charity by wearing a daffodil, whatever their reason.

Marie Curie's Great Daffodil Appeal takes place every March with collectors giving out daffodil pins nationwide in exchange for a donation. The campaign seeks to raise awareness for the work of the charity. Marie Curie Nurses provide end of life care to patients in their own homes. The charity's nine hospices provide expert care and the best possible quality of life, totally free, for people with cancer and other illnesses