CASE STUDY: Taking Marie Curie's Community to the Masses
Provided by UM
UM bring the daffodil into the very heart of a thriving Marie curie community.
What was the Challenge / Background of the Campaign?
The Marie Curie hospice lies at the heart of a strong and deeply connected community of nurses, carers, voluntary workers, patients and loved ones - providing care and support for people at the end of their life. When Marie Curie asked us to help get more people behind the cause for its Great Daffodil Appeal in March, we took inspiration from this. We set about building our own wider community of people who would play an active and more vocal role in the charity, and would play a personal role in the Appeal.
What was the Campaign Objective?
Bringing the daffodil into the very heart of a thriving community, and to spread the idea that every single one had its own unique story.
What was the Solution?
'What does your daffodil say? Adopting a multi-media approach we took the daffodil - and our Marie Curie Community - to the masses. For the first time ever, we put Marie curie on TV with an advert featuring the actress Alision Steadman, speaking about her personal reason for wearing the daffodil. A bespoke partnership with Classic FM was created, appealing to our core audience to give an hour of their time to be a collector, and an innovative Facebook community created to help spread the message and spark conversation.
What were the Results?
Within a few months we created a Facebook community larger than any other cancer or 'end of life' charity in the UK. Our radio and TV activity lead to a 293% increase in awareness of Marie Curie and a 20% increase in it's favourability. Willingness to donate went up 21% following the campaign, with many citing that they wanted to 'give something back to the community. We created a warm, engaged and active Marie Curie community - and we'd well and truly started the conversation.
What were the Key Learnings of this Campaign?
Once we had got people talking, we had to get back to our core aim of raising money. So, as well as making it easy for people to donate via our Facebook page, we made the bold move of creating the worlds first ever mobile fundraising application. It allowed people to donate to the charity directly, without having to go through the rigmarole of going to a separate site, meaning we could reach more people, and raise more money, without the fuss.