The Daffodil Centre
Project Lead (Strategy, Production & Promotion)
Cancer Council NSW
2024
Goal & Audience
The goal of this project was to remove the mystique around The Daffodil Centre, a joint initiative between Cancer Council NSW and the University of Sydney, by connecting research with storytelling. The audience included health professionals, supporters, and donors who may not know what The Daffodil Centre does and how their research makes a difference. The guiding insight was that people engage more deeply with science when they understand it’s purpose and impact.
Concept.
The concept was based on the Daffodil Centre, an industry leader powered by evidence-based research. From ideation to delivery, I led creative direction, discussion guides, and collaboration between Cancer Council NSW and our video agency. The storytelling approach balanced empathy and expertise, helping translate complex research into something meaningful and relatable.
Execution.
The project rolled out across video, blog features, social media, email newsletters, and the Cancer Council NSW website. I produced the creative brief, oversaw video production, reviewed post-production, and developed a strategy tailored for each platform. Working with multiple internal and external stakeholders, I ensured consistency in tone, messaging, and creative across all touchpoints.
Impact
The Daffodil Centre video project brought video views across channels and contributed to an uplift in social engagement. The project received overwhelmingly positive feedback from internal teams and research partners and became a benchmark for future storytelling at Cancer Council NSW.