Daffodil Month goes national

The Canadian Cancer Society is launching its first ever national campaign in support of its annual fundraising drive.

The Canadian Cancer Society (CCS) is asking supporters to join the fight this April with its first-ever nationwide campaign for Daffodil Month, focused on six cancer stories from staff and volunteers.
“The cancer charity market is greater now than it ever was, with over 200 charities with cancer in their name,” says Matt Sepkowski, national director of marketing, Canadian Cancer Society. “In order to remain the most recognized and authoritative voice on cancer in Canada, we must continue to differentiate ourselves and further leverage our strengths, which include our size, our commitment to funding excellent cancer research, our support services and our advocacy programs.”
With creative by Armstrong Partnership in Toronto and Giant Ant in Vancouver, the ads (which include TV, radio, print and OOH) feature a personal testimonial followed by a call to “Join the fight. Wear a daffodil.”
To that end, throughout April, CCS will also nationally debut daffodil lapel pins, distributed at retail partners such as Curves, First Choice Haircutters, Laura, T Booth Wireless and Wirelesswave. It’s a program that was piloted last year in B.C. and the Yukon, and will now roll out across Canada, complementing the usual fresh flower sales campaign.
“They can be worn for the entire month,” explains Sepkowski, “they are more visible within the community and are a great conversation starter.”
The PVC pins (which include a stopper at the end, to prevent them dropping like poppies) were designed to closely resemble the daffodil in CCS’s logo, Sepkowski says.
The weight of the campaign will vary from market to market, with the biggest pushes in Ontario (media planned by Toronto-based Mediacom) and B.C. (media by Vancouver-based Genesis Vizeum).