Digital Daffodil: ANZ and TBWA encourage Cancer Society donations

Although Daffodil Day may have passed, TBWA and ANZ are encouraging Kiwis to continue to donate to the Cancer Society through the use of their digital daffodils with QR codes.

Cancer Society’s daffodil has always been a symbol of the annual fundraiser, however this year, ANZ and TBWA want to keep the fundraising going as cancer doesn’t go away. Blooming all over the country, the digital daffodils make for an easier way to donate and have been received well since QR codes are being used regularly anyway.

“2020 has been a tough year for charities so by using our media as donation touchpoints we are able to get the daffodil in front of as many people as possible,” says Shane Bradnick, TBWA chief creative officer.

As Cancer Society is facing a predicted 30 percent loss in donations compared to 2019, ANZ have said they will match the publics digital donations up to the value of $500,000.

“Cancer Society and ANZ have enjoyed a 30-year partnership and we’ve helped raise more than $20million through donation initiatives for Daffodil Day,” says ANZ head of corporate marketing and sponsorship, Sue McGregor.

“The launch of the Digital Daffodil campaign as well the match funding pledge is part of our desire to ensure donations keep coming in and the Cancer Society can continue to deliver much-needed support and services to the 1 in 3 kiwis who are affected by cancer.”

To accompany the digital daffodil fundraiser, TBWA and Cancer Society have also launched a heart warming TVC that reflects the ongoing support Cancer Society provides to their patients.

The 30 second spot centres around cancer patient Rose and her Cancer Society driver Pete. Throughout the many drives to treatment, the relationship between the two grows and we see how effective support from the organisation can be.

Cancer Society CEO Lucy Elwood says the new platform displays everything from family member counselling to gentle yoga classes, mastectomy pillows and drivers.

“Through the creative process, TBWA NZ worked closely with our staff, volunteers and people with cancer to get ‘under the hood’ of what’s important to people. They were then able to create a beautiful and emotional campaign that encouraged people to donate,” says Elwood.


Clients: ANZ New Zealand & Cancer Society

Agency: TBWA Group NZ

Production Partner: GoodOil

Music: Long Time Gone by Bachelorette

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