Marie Curie


Care, Comfort and Joy

Christmas Campaign

Our integrated Christmas campaign uses the lived experience of those who have lost loved ones at Christmas time to help fund more moments of care, comfort and joy for people at end of life, losing or grieving a loved one.

Our brief from Marie Curie was to create the most integrated Christmas appeal yet. It needed to stretch across their fundraising, volunteers and retail network. We carried out extensive focus groups within their network and beyond to understand the lived experience of those at the end of life at Christmas time. The key insight was that even in the darkest depths of losing a loved one at Christmas time, people still wanted to fund care that brought some comfort and moments of joy.

Care, comfort and joy – a Marie Curie Christmas. The campaign asks people to help fund moments of light for people in the darkest times this Christmas and will run across DRTV, Direct Mail and Digital.

The advert features Annie, a real Marie Curie nurse, who gives an authentic insight into her work. All of the scenes in the ad were based on the stories of lived experiences from our focus groups.