Marie Curie launches DRTV campaign to support its Great Daffodil Appeal 2015

Actresses Jane Horrocks and Alison Steadman front Marie Curie DRTV campaign

Marie Curie has launched a DRTV campaign, starring actresses Jane Horrocks and Alison Steadman, to recruit volunteers for its annual Great Daffodil Appeal, the charity’s biggest fundraiser which takes place in March.

Jane Horrocks voices the radio ad and DRTV for the appeal, created by Saatchi & Saatchi London with UM London leading media and planning. In the 30 second ad, Jane asks people to sign up to be a volunteer collector for the Great Daffodil Appeal and be instrumental in encouraging others to give a donation and wear a daffodil pin to support the charity this March.

This is the first time the charity has used a DRTV ad to recruit volunteer collectors for the appeal. Consumers will be given the opportunity to respond to the ad by telephone and online. The radio and DRTV ads will run from 19 January to 15 February with radio spots across the network and the DRTV will run on Channel 4 Digital, Channel 5/Digital, SKY, ITV Digital and Turner.

Speaking after recording her voiceover, Jane said: “Volunteer some time and spend just a couple of hours collecting donations for Marie Curie’s Great Daffodil Appeal this March. All you need is a smile on your face and Marie Curie will provide everything else.”

The second phase of the media campaign is a 30-second TV advert starring actress and Marie Curie ambassador, Alison Steadman, encouraging people to donate and wear a daffodil to support the charity. The ad tells Alison’s own story of how Marie Curie Nurses supported her mother when she was diagnosed and living with a terminal illness; “They did more than look after mum, they took away her fear.” The advert originally aired in 2011 and was created by DLKW Lowe.

Alison said: “I’ll be wearing a daffodil for my mum in March. I know from my own experience what a difference Marie Curie Nurses can make, not just to the patient but to their families. It is so important to know your loved one is receiving the best possible care in their last days.”

Richard Huntingdon, the chief strategy officer of Saatchi & Saatchi London, said: “This ad is a hardworking, DRTV spot designed to recruit the many thousands of volunteers Marie Curie needs to help raise funds during this year's Great Daffodil Appeal.”

The ad will appear on TV spots across the network from 23 Feb – 15March. UM London has booked the advert to air in pre-roll, in relevant TV environments and will share the creative across social media to maximise engagement.

Emma Lodge, senior planner at UM London, said: “This is a significant campaign for Marie Curie. It’s the first time we’ve run a DRTV campaign for them, and we’re very excited to see how this will impact on recruitment figures. Our performance teams will be monitoring responses closely across platforms, and we’ll be able to give our client a granular breakdown of impact, by channel. The work that Marie Curie does is so important to so many, and we’re all proud to be bringing this to the public’s attention.”

The money raised from the appeal will help Marie Curie Nurses care for people living with a terminal illness and support for their loved ones, both in their own home or in a Marie Curie Hospice.

To volunteer to collect for Marie Curie and support the Great Daffodil Appeal call 0845 601 3107 or visit www.mariecurie.org.uk/daffodil  

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