Case Study: Cancer Council boosts Daffodil Day awareness and donations with Progressive PR & Communications

Cancer Council reaches 6 million with Progressive PR & Communications for Daffodil Day

Progressive PR & Communications was engaged by Cancer Council to lead the national PR and influencer campaign for its annual Daffodil Day fundraiser. The challenge was to raise awareness, encourage donations, and drive participation across Australia through a cohesive, high-impact communications strategy.

The solution implemented by Progressive PR involved a strategic communications approach combining national media outreach with a targeted influencer-gifting campaign. This included pitching feature stories, ambassador interviews, and coordinating the delivery of fresh daffodils to influencers to encourage authentic content. The campaign was highly successful, generating 139 media mentions with an estimated reach of 24.3 million and an ASR value exceeding $460,000. The influencer campaign also exceeded expectations, with 46 out of 48 influencers sharing content that collectively reached an estimated audience of 6 million.

Cancer Council