Archibald Williams transformed Daffodil Day on August 21 to a month-long campaign, raising more than $2million from 15,000 donors.
The campaign was part of the agency’s work with Cancer Council NSW. This month, Archibald Williams won the account, following a competitive pitch, to run Cancer Council’s national campaigns.
Daffodil Day is now into its thirtieth year. With street appeals restricted by Covid, the campaign was digitally led and resulted in Daffodil Day having the best year yet.
Archibald Williams used the connection between the daffodil symbol and hope for Australians affected by cancer. The campaign takes that further, showing the daffodil came to be what it is today thanks to those who’ve been a part of the campaign year in and year out, and by creating the ‘Flower Power’ movement.
The agency created a Flower Power flag adorned with a big yellow daffodil as a tangible piece of the campaign. Both physical flags, as well as a digital version in social videos and other digital assets, were created to serve as a baton to pass as supporters donated and encouraged others to do the same.
Partnerships with Australian influencers, brands and broadcast media got them to involve their communities, creating a movement of support with Flower Power. Archibald Williams also coined the hashtag #YouAreFlowerPower for people to use as they shared their stories across social media and spread the word on the impact of Daffodil Day.
Archibald Williams head of client & strategic services Kiranpreet Kaur says the campaign gave Australians the chance to play an active role.
“It’s always daunting to take on a legacy brand or campaign, and Daffodil Day is definitely one of those amongst Australians. The challenge of taking Daffodil Day into the future and really giving everyday Australians a chance to play an active role in the picture was one that had great emotion attached to it, and we knew we had to lean into that in a powerful and positive way,” Kaur says.
Cancer Council NSW manager, Director Marketing & Insights Unit, Joshua McNeil says the campaign conveyed the important facts about cancer.
“With one in two Australians diagnosed with cancer by the age of 85, every person has a cancer story. Through the support of Archibald Williams, who understand the wide- ranging impacts of a cancer diagnosis and the critical impact it has on the lives of Australians, our Daffodil Day Appeal helped us raise funds for vital research and to provide critical information and support across every stage of the cancer experience,” McNeil says.
Credits:
Agency Team
Matt Gilmour – ECD
Lucy Kough – former Associate Creative Director
Chris d’Arbon – Art Director
Andy Reynolds – Senior Designer
Isabella Chan – Designer
Annie Bettis – Senior Copywriter
Kiranpreet Kaur – Head of Client & Strategic Services
Mabel Tu – former Senior Account Manager
Claudia Hovers – Senior Account Manager
Partners:
VANDAL – 3D Animation
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