‘Please, give us an hour. It will help someone in their final hours’, turned traditional charity communications on its head. Most charity campaigns ask people to donate money, but we asked people to give an hour of their time to collect money for Marie Curie and the vital work that they do. Inspired by Marie Curie’s brand purpose, ‘to help people live when they are dying’, the campaign has been a huge success, driving a sustained increase in both collections and collectors. The work also won a Gold IPA Effectiveness Award. In 2013 alone, The Great Daffodil Appeal raised over £7million.