Superdrug & Marie Curie - Purchase for Marie Curie Nurses campaign

Client: Marie Curie

Superdrug and Savers, two of the UK’s leading health, beauty and household retailers, have been partnered with Marie Curie, the UK’s leading end of life charity, since 2013.

In support of Marie Curie’s brand refresh and renewed strategic goals, Superdrug and Marie Curie worked together to launch Purchase for Marie Curie Nurses, a campaign to raise awareness and understanding of the importance of end-of-life care amongst 20–30-year-olds, and raise vital funds for Marie Curie.

The campaign took a meaningful twist on the Get Ready with Me trend (#GRWM) seen across TikTok and Instagram. A mini video series was created ‘Get Ready with Marie Curie (#GRWM)’ featuring three Marie Curie Nurses interviewed by former Healthcare Assistant, disability model and BBC Traitor’s star Mollie Pearce. The videos showed Marie Curie Nurses explaining how they prepared for their shift and discussing the importance of expert end-of-life care.

The campaign was delivered across PR, social, web, and in-store CRM activation. The videos achieved over 225k views across TikTok and Instagram, enabling Marie Curie to reach their target audience of 20-30s. It secured 219 pieces of PR coverage and raised £202k through commercial activity, enough to fund over 8,000 hours of nursing care.