Initiative Turns Sydney Opera House Yellow for Daffodil Day
Cancer Council NSW and media agency Initiative last night turned the Sydney Opera House sails bright yellow as a kick off for the annual Daffodil Day fundraising event underway today.
Daffodil Day is an iconic fundraising event across Australia, starting in 1986 in NSW and is Cancer Council’s longest-standing fundraising event. Across NSW alone, more than 4,500 volunteers are manning 650 stalls today. They aim to raise in excess of $2.1 million through the sale of merchandise like pins and flowers, as well as online donations for Cancer Council NSW’s research, prevention programs, support services and advocacy campaigns.
With such an iconic event already having high awareness, the challenge for Cancer Council NSW and Initiative was to develop greater impact for Daffodil Day to remain highly relevant and drive participation and donations.
The new colour for the Opera House also spun out to a live Channel 10 weather cross from Dawes Point as well as social and search activity run through Switched On Media and Atomic. Other activity for the campaign includes homepage takeovers and mobile stall locator maps encouraging people to visit the merchandise stalls across NSW today.
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