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, encouragedonations, and drive participation across Australia through a cohesive, high-impactcommunications strategy. Our role included managing national media relations, supportingstate and territory teams with local outreach, and delivering an influencer campaign to amplifythe message across social media.

OUR RESPONSE

We implemented a phased, strategic communications approach combining national mediaoutreach with a targeted influencer-gifting campaign. Following a detailed planning phase anddevelopment of campaign materials, we distributed a national media release and pitchedfeature opportunities to key outlets. Media outreach was supported by ambassador interviewswith Rob and James Farnham.The campaign also launched with the Daffodil Day Dip eventfeaturing Olympic diver and social media personality, Sam Fricker.To amplify reach on social media, we curated a list of lifestyle and family influencers that alignedwith Cancer Council’s values. To bring the campaign to life, we coordinated the delivery of 50fresh daffodils to selected the influencers, facilitated through Cancer Council’s partnership withLVLY. This activity encouraged authentic story telling and organic content creation.

RESULTS

The influencer campaign exceeded expectations with many going beyond the traditional storypost, sharing grid posts, reels, and personal reflections on their connection to cancer, theimportance of donating, and the value of fundraising. Of the 48 influencers who receiveddaffodils, 46 shared content across their social channels, collectively reaching an estimatedaudience of 6 million.Across earned media, the campaign generated 139 media mentions, reaching an estimatedaudience 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, AustralianAssociated Press, and lifestyle title New Idea

‍

‍

‍