UK cancer charity Marie Curie has secured free national airtime from terrestrial broadcasters for its latest campaign.
It utilised 60-seconds of national airtime during last night’s (April 14) Channel 4 News. The vital airtime is helping Marie Curie amplify its emergency appeal launched last week (April 6) to keep nurses caring for the terminally ill during the coronavirus pandemic.
The campaign, called ‘On Hold’, was also created for the charity pro bono by Saatchi & Saatchi London.
It aims to remind people that while the lock down has put most things on hold, end-of-life care must continue.
Marie Curie and Saatchi & Saatchi asked advertisers and media owners to donate space to the campaign during the crisis.
The work was created ready to run across radio, print and social media, with the aim to also launch it on TV.
The Channel 4 News ad spot is also scheduled again for tonight during the centre break at 7.24pm.
Regional and national ITV airtime was also provided over Easter weekend, facilitated by Opticomm using value created from previous campaigns. Opticomm also waived its commission.
Among others Spotify, and the iconic Piccadilly Lights have also kindly responded with media support, Marie Curie said.
Call for help
As reported by Mediashotz last week, Marie Curie needs to raise £2.5million a week to continue to run its essential frontline services. This at a time when its ability to generate this money has been seriously compromised.
The charity is largely reliant on donations from the public. The coronavirus outbreak has disrupted many of its fundraising methods.
Esther Jackson, Marie Curie’s Marketing & Communications Director said last week: “At this time of national emergency, Marie Curie Nurses and frontline staff are needed more than ever as the NHS is put under ever greater strain.
“Sadly, some people’s lives will be shortened by coronavirus, so the need for end of life care will be greater.
“Marie Curie can meet this need, and in doing so will help free up intensive care beds needed for coronavirus patients.
“Consequently, we hope this campaign will raise further awareness of the vital role our frontline staff provide for people at the end of their life.
“We would be grateful for any help from any advertisers, media owners or broadcasters who could help. You can get in touch by emailing Caroline.Easter@mariecurie.org.uk”