Marie Curie Cancer Care: How Marie Curie Cancer Care benefited from using advertising to ask people to collect money rather than simply give money
Principal Authors: Anna Hutson, DLKW Lowe; Jane Dorsett, Lowe and Partners
1. Introduction
This is the story of how a very small communications campaign that ran in the first two months of 2010 recruited over 5,000 extra people to collect for Marie Curie Cancer Care's Great Daffodil Appeal. In fact, it was achieved with a total campaign outlay of just £184,000, the smallest budget so far entered for an IPA Small Budget award.1
We...