We developed a strategy enabling Marie Curie to engage its audience with a new, uplifting and motivating message.
The Garden of Light was a creative expression of this new way of framing communications to launch its most important month of the year.
There were 160 pieces of coverage, including 25 pieces across national titles. They reached 84% of the UK adult population (43 million people) 3.8 times in a week.
More important, 45% of UK adults were aware of the activation. Of those, two thirds (63%) said awareness of Marie Curie increased and 59% were more likely to donate.