Paul Chuckle's 'From me to you' tour

To mark the 40th anniversary of the Great Daffodil Appeal, Marie Curie delivered an integrated campaign demonstrating the power of an authentic celebrity ambassador to drive awareness, engagement and donations. At its heart was Paul Elliott MBE of the Chuckle Brothers, whose long-standing relationship with the charity - deepened after Marie Curie cared for his brother Barry - brought genuine emotional credibility. The ‘From Me To You’ tour saw Paul travel from John O’Groats to Land’s End with a Marie Curie-branded 'Chuckle Bike’. His warmth, humour and personal story created an immediate connection with audiences, using nostalgia to open up conversations about end of life care. Paul didn’t just front the campaign, he shaped it - engaging with communities, interviewing supporters, and amplifying real stories across press and social. His involvement delivered exceptional cut-through with over 500 pieces of press coverage (36 national), a 160% year-on-year uplift in overall Great Daffodil Appeal coverage and100% key message penetration. Crucially, references to Marie Curie as an end of life charity increased by 20 percentage points year-on-year - showing Paul’s effectiveness in shifting understanding, not just awareness. On social, the tour content series contributed to strong engagement across all channels, with overall engagement between January-March exceeding targets by 35%. Paul’s involvement also drove over £8,000 in donations, with some locations achieving up to seven times typical donations. Delivered largely in-house, the campaign demonstrates best-in-class use of celebrity: an authentic, heartfelt partnership with a much-loved public figure that drove national impact.