THE BRIEF

ppr. was engaged by Cancer Council to lead the national PR and influencer campaign for the

iconic annual fundraiser, Daffodil Day. The objective was to raise awareness, encourage

donations, and drive participation across Australia through a cohesive, high-impact

communications strategy. Our role included managing national media relations, supporting

state and territory teams with local outreach, and delivering an influencer campaign to amplify

the message across social media.

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OUR RESPONSE

We implemented a phased, strategic communications approach combining national media

outreach with a targeted influencer-gifting campaign. Following a detailed planning phase and

development of campaign materials, we distributed a national media release and pitched

feature opportunities to key outlets. Media outreach was supported by ambassador interviews

with Rob and James Farnham.The campaign also launched with the Daffodil Day Dip event

featuring Olympic diver and social media personality, Sam Fricker.

To amplify reach on social media, we curated a list of lifestyle and family influencers that aligned

with Cancer Council’s values. To bring the campaign to life, we coordinated the delivery of 50

fresh daffodils to selected the influencers, facilitated through Cancer Council’s partnership with

LVLY. This activity encouraged authentic story telling and organic content creation.

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RESULTS

The influencer campaign exceeded expectations with many going beyond the traditional story

post, sharing grid posts, reels, and personal reflections on their connection to cancer, the

importance of donating, and the value of fundraising. Of the 48 influencers who received

daffodils, 46 shared content across their social channels, collectively reaching an estimated

audience of 6 million.

Across earned media, the campaign generated 139 media mentions, reaching an estimated

audience of 24.3 million and delivering and Advertising Space Rate (ASR) value of more than

$460,000. Coverage included Sunrise, The Morning Show, Carrie & Tommy on the HIT Network,

News Corp Australia titles including the Herald Sun and The Daily Telegraph, Australian

Associated Press, and lifestyle title New Idea

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