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February 26, 2013
Marie Curie Cancer Care is airing a brand new 60” & 30” commercial to support its annual fundraising campaign, the Great Daffodil Appeal.
The spot, created by DLKW Lowe and directed by Tom Tagholm who created the ‘Meet the Superhumans’ ad for the Paralympics, focuses on your last moments meaning as much as your first and encourages viewers to make a donation and wear one of the charity’s daffodil pins.
Marie Curie provides free nursing care to people with a terminal illness and vital support for their loved ones, allowing families to spend their final weeks, days or hours with the people and things they love close by.
To highlight the importance of this, the ad depicts symmetrical first and last moments such as birthdays, words and kisses. The idea is to show that the last moments of someone’s life should be filled with experiences that are just as poignant and important as the moments that are given such significance at the start of someone’s life.
With end of life care being a top priority on the public agenda, the ad provides a timely and compelling reason for everyone to support the work of Marie Curie and ‘make a difference’ by donating and wearing a daffodil.
The Great Daffodil Appeal is Marie Curie’s biggest fundraising campaign and encourages everyone to give a donation and wear one of the charity’s daffodil pins during March. Marie Curie is hoping to raise £7 million from the Great Daffodil Appeal which will help provide 350,000 hours of free nursing care.
TV was bought by UMLondon, and is part of a wider campaign spanning cinema, outdoor in the form of 6 sheets, large formats and digital screens and social media. On Marie Curie’s social channels a 90” version of the ad will be launched, giving their 400,000 Facebook and Twitter supporters an exclusive preview of longer content a week before the airtime breaks.
Thanks to Tom Tagholm, Blink, MPC & Envy who generously donated time and resources.