Marie Curie offers end-of-life care to terminally ill people and their families across the country. It's a vital service, but under 40% of people in the UK are even aware they are doing it.
We needed to raise awareness of the hard work and dedication of the Marie Curie Nurses who work through the night, every night, providing care and support. We found an 'ownable' moment in the clocks changing in October, when we are given an extra hour; but this is an hour that Marie Curie Nuses work though, fulfilling their duty of care to patients and families.
We rallied some of the UK's most prominent media owners and corporate brands to pledge their support at zero cost. By asking partners to donate their extra hour of advertising space we transformed a dark and gloomy October evening into a mesmerising takeover of screens all over the UK, including Piccadilly Circus, uniting brands big and small through the lens of Marie Curie's iconic yellow.
Through collaboration and with a budget of zero, we generated over 670,000 impressions and increased social mentions on the night by 60.9% for #mariecurie, with an 80% increase in website traffic during the takeover week.