How Marie Curie Cancer Care benefited from using advertising to ask people to collect money rather than simply give money  (2011)

Best New Learning Gold award winner Best Newcomer

Campaign: How Marie Curie Cancer Care benefited from using advertising to ask people to collect money rather than simply give money
Brand: Marie Curie Cancer Care
Client: Marie Curie Cancer Care
Entrant: DLKW Lowe
Principal Authors: Anna Hutson - DLKW Lowe, Jane Dorsett - Lowe Worldwide

Credited Companies: DLKW Lowe - Creative Agency, Maxus - Media Agency, Marie Curie Cancer Care - Client


Faced with enormous pressures on charitable giving, Marie Curie redeployed a small part of its 2010 advertising budget to ask people to collect money for their Great Daffodil Appeal, rather than simply give money. Celebrity supporters produced two radio executions and online content, asking the public to sign up an hour of their time to collect, recruiting an extra 5,219 collectors. These collectors generated an additional income of £634,583, delivering a payback of £2.45 for every £1 spent. This equates to an extra 8,808 nursing hours for the terminally ill, thus enabling 228 patients to spend their final days at home.

Judge's Comments:

The judges felt inspired by the fantastic new insight deployed in this paper turning givers into collectors. The return for Marie Curie was astounding, and even more impressive given the significant long-term value of the collectors for the charity. A deserved winner of the New Learning prize. Duncan MacCallum, Founder, MacC Comms