Marie Curie Cancer Care targets wider audience via TV

• Marie Curie, the cancer charity, is planning its biggest marketing push to date in a bid to target a wider audience
• Charity will use TV ads and smartphone apps for the first time to try and recruit donors outside of their core demographic of women over 40
• Marketing push will come as charity prepares to launch "Great Daffodil Appeal", its biggest fundraising event of the year
• Push will also see charity use a Facebook page where fans of the charity can register to become volunteers
• Part of communications will also focus on making givers aware of how their money is being spent

• In a sector where trust is low, it is interesting to see that Marie Curie are concerned with ensuring that givers and potential givers know exactly how their donations are being used
• Marie Curie is arguably a well-known name, so it is also interesting to observe how they are trying to maximise on this by extending their targeting away from their traditional group of givers
• The use of Facebook and smartphone apps also suggest a strategy which is trying to engage with a younger group of givers

Source: Marketing