Daffodil Day goes digital.

Cancer Council is Australia’s biggest charity and their iconic Daffodil Day Appeal forms the cornerstone of the Australian charity landscape. While it aims to tackle the Big C – like so many other brands, it was entirely unprepared for the other Big C – COVID.

My challenge was to entirely reinvent the appeal without the physical presence it’s had years prior. Gone were the volunteers on the street corner selling daffodils and rattling a tin – Cancer Council needed a digital solution that would bring Daffodil Day into the digital space just as strongly as it was on street corners.

The brief asked for a fundraiser, but I thought it’d be way cooler to start a movement.