The Cancer Society’s Daffodil Day gets a contemporary re-design by TBWA

A new ANZ Smart Daffodil is being rolled out for the Cancer Society to mark Daffodil Day. The new pin, by TBWA, turns anyone who wears it into a fundraiser for the charity.

The smart daffodil pinl has a QR code in its centre, so when scanned by a smartphone becomes a contactless form of payment that connects through Apple Pay, Google Pay or credit card. The technology is by UK start-up Thyngs and has previously been used for the Movember Foundation in the UK.

The hope is that the new way to make a donation will increase the funds raised for the Cancer Society this year.

Sue McGregor, head of corporate marketing and sponsorship comments, says it knows Kiwis are passionate about supporting causes especially ones as important as the Cancer Society, but with less and less time we can all find it difficult and daunting thinking we have to do something epic like run a marathon.

“The Smart Daffodil has made it possible for Kiwis to become fundraisers while going about their regular business.”

Shane Bradnick, TBWA Group NZ chief creative officer, adds that in the Go Fund Me era of online public fundraising, it wanted to disrupt the status quo and help ANZ raise more money for the Cancer Society this Daffodil Day.

“By developing a wearable donation portal, backed by simple cashless payment technology, we’re creating an army of volunteers with more stories to tell and the power to pass it forward. We’re hoping people will wear the pin for the whole month to help raise more money than ever before for the Cancer Society.”

Available at ANZ branches nationwide, the pin can be purchased for $3.00 with all proceeds going to Cancer Society.

The campaign will be supported by tailored executions in branch, online, in press and OOH.

Daffodil Day is on 30 August.

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