Marie Curie

Insight, testing and NPD

How do we turn an established annual appeal into a powerful rallying cry?

We love a big challenge! So we were thrilled to be asked to work on Marie Curie’s biggest fundraising event of the year, the 2023 Great Daffodil Appeal. 

Of course, this came at an incredibly challenging time for charities. We knew we needed a highly motivating proposition to drive cold audiences to give – and to give now. So qualitative research was a crucial part of the process.

We kicked things off with a brainstorm, exploring a number of different potential creative approaches. These were then roughly mocked up and tested with our target audience – to identify the best performer. This led us to the rallying cry ‘It’s time for change’, which formed the powerful backbone of the overall creative campaign.