LONDON — Marie Curie has selected The Academy as its first consumer PR agency partner, with a brief to build awareness of the charity’s work in end-of-life care through creative brand campaigns.

The agency’s first campaign for the charity is the launch of its biggest annual fundraiser, the Marie Curie Great Daffodil Appeal, featuring singer Alexandra Burke (pictured) modelling a dress covered in hundreds of daffodils, encouraging people to donate and wear a daffodil pin throughout March to show support for the charity and as a symbol of reflection for loved ones who have died.

Marie Curie’s director of marketing and communications Katie Colombus said: “Marie Curie is the leading charity in end of life experience and with demand set to increase by up to 42% by 2040, our mission is to contribute to closing the gap in end-of life care and support in the UK.

“Working with The Academy, our hope is to reach more people and make them aware of the vital work and care that Marie Curie provides to people and their families at the end of life.  Too many people already miss out on the care and support they need and in our 75th year we are doing everything we can to ensure that we close the gap now and in the future.”

The Academy CEO and co-founder Mitch Kaye added: “When Dan Glover and I set up The Academy, we had the ambition to do big, important work for brands that matter. Partnering with Marie Curie and helping to build awareness of their incredible work will be an agency-wide effort, and something we feel really proud to take on.”