Daffodil Day
The Cancer Society's Daffodil Day was innovative in activating respone from readers which lead to being nominated for the Most Effective Commerical Use catergory at the 2014 Magazine Awards.
Effective Commercial Use
Daffodil Day
Objective
The Cancer Societies mission is ‘Improving community well-being by reducing the incidence and impact of cancer'. In order to achieve this the Cancer Society needed to reach out to people to ask for financial support to all them to fulfil this mission.
The Daffodil Day campaign was focused on 'activating response' from readers and ran across 10 magazines, 3 masthead websites, 3 e-newsletters and incorporated a mix of editorial support, inserts, native content, branded delivery bags to subscribers, as well as brand ad’s.
Result
The Cancer Society pay station analysis shows that Magazines (3%) outperformed Newspaper (2%), Radio (2%), and Billboard (1%) in driving online donations.
This campaign delivered a deep, loud and clear message to over 1.6 million New Zealanders in August and September 2013. This gave significant awareness to about Daffodil day which contributed to a result of more than $4 million being received on or around the Daffodil Day for the Cancer Society.
The Cancer Society pay station analysis shows that Magazines (3%) outperformed Newspaper (2%), Radio (2%), and Billboard (1%) in driving online donations.
This campaign delivered a deep, loud and clear message to over 1.6 million New Zealanders in August and September 2013. This gave significant awareness to about Daffodil day which contributed to a result of more than $4 million being received on or around the Daffodil Day for the Cancer Society.
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