Turning over a new leaf: Daffodil Day 2024 tackles cancer’s impact

AUCKLAND, Today: New Zealand’s Cancer Society is shining a spotlight on a startling truth with its Daffodil Day 2024 campaign, One in three Kiwis will get cancer in their lifetime.

This campaign is designed to raise awareness about the large number of New Zealanders who need support as the Cancer Society prepares for its major annual fundraiser, Daffodil Day, this August.

The campaign’s vision came to life in Wānaka, thanks to the local creative studio The Beards, in collaboration with Australian agency Exuberance and creative director Mary-Anne Plummer.

“That one in three could be you, or someone you love. We wanted to emphasise the intimacy of this statistic by utilising the connections of our tight-knit town. Local crew, location owners and a cast of volunteers all came together to make it happen,” says The Beards Director Tim Pierce.

“I was humbled and inspired by our community as they rallied around the cause to spread the ‘get your yellow on’ message and tell their stories.”

Throughout August, Daffodil Day activities will ramp up across airwaves, in print, and online, all leading to the main event on Friday, August 30, when around 8,000 volunteers will take to the streets with donation buckets, daffodil pins, and fresh flowers.

“Daffodil Day is our country’s chance to work together and change the experience of cancer for every New Zealander,” says Cancer Society Chief Executive Nicola Coom.

“The work the Cancer Society does on Daffodil Day is absolutely amazing and I’m so honoured to be part of this campaign.” – Phillipa Wilson

“The generous giving of everyday New Zealanders ensures the ‘one in three’ get the vital support they need. It helps us provide safe transport to and from cancer treatment, accommodation for those traveling for treatment, and helps make sure experienced nurses and counsellors are always there for people affected by cancer.”

Phillipa Wilson, one of the three brave winter lake dippers featured in the campaign’s commercial, plunged into the icy waters of Lake Hāwea to show her support.

“This time forty years ago I actually found a lump in my left breast. I was in Dunedin studying as a student and had to go to Invercargill. I was in hospital for three whole days. I just think how far we have come in forty years. You go, you have a mammogram, you have it dealt with and it’s all organised,” says Phillipa.

“The work the Cancer Society does on Daffodil Day is absolutely amazing and I’m so honoured to be part of this campaign.”

Check out the campaign’s television commercial on the Daffodil Day website, daffodilday.org.nz, where you can also find stories from Cancer Society staff, patients, volunteers, and researchers sharing their connection to the “one in three” message.

Keep an eye out for Daffodil Day street collectors on Friday, August 30, and Saturday, August 31, throughout New Zealand. Donations can also be made online anytime at daffodilday.org.nz, at any ANZ branch (Cancer Society’s major sponsor), or wherever a Daffodil Day QR code is displayed.