Skip to main content
Press Association
Log in
Back to Case studies

Case Study

Marie Curie – The Daffodil Runner Campaign

By Craig Gunn

Service
Photography
EDITORIAL USE ONLY The Daffodil Runner, commissioned by Marie Curie, the 2026 TCS London Marathon Charity of the Year, at Pot

EDITORIAL USE ONLY The Daffodil Runner, commissioned by Marie Curie, the 2026 TCS London Marathon Charity of the Year, at Potters Fields Park, the halfway point of the race this Sunday.Photo: PA21 Apr 2026

  • The Project

    Marie Curie – The Daffodil Runner Campaign

  • Service

    Photography

The Brief

Marie Curie, the official charity partner of the 2026 TCS London Marathon, commissioned Assignments to capture the unveiling of The Daffodil Runner, a striking installation positioned at the halfway point of the race near Tower Bridge.

The objective was to create high-quality, visually compelling photography that would support media coverage and drive awareness of Marie Curie’s role in the marathon, while also communicating the deeper message behind the installation.

EDITORIAL USE ONLY AJ & Curtis Pritchard unveil The Daffodil Runner, commissioned by Marie Curie, the 2026 TCS London Maratho

EDITORIAL USE ONLY AJ & Curtis Pritchard unveil The Daffodil Runner, commissioned by Marie Curie, the 2026 TCS London Marathon Charity of the Year, at Potters Fields Park, the halfway point of the race this Sunday.Photo: PA21 Apr 2026

Challenge & Solution

With the London Marathon dominating the news cycle, the challenge was to create imagery that would cut through and gain media attention quickly.

The team focused on making the story as visually strong and timely as possible, positioning the installation at the iconic Tower Bridge, capturing it in the best morning light, and ensuring fast turnaround for same-day distribution. The bold yellow daffodil structure, combined with recognisable talent and a clear underlying message, helped transform the shoot into a highly shareable, newsworthy moment.

EDITORIAL USE ONLY AJ & Curtis Pritchard unveil The Daffodil Runner, commissioned by Marie Curie, the 2026 TCS London Maratho

EDITORIAL USE ONLY AJ & Curtis Pritchard unveil The Daffodil Runner, commissioned by Marie Curie, the 2026 TCS London Marathon Charity of the Year, at Potters Fields Park, the halfway point of the race this Sunday.Photo: PA21 Apr 2026

Results

The campaign achieved strong media pickup, securing 18 pieces of print coverage, including national titles such asThe Times, alongside widespread regional coverage.

The imagery successfully supported Marie Curie’s campaign messaging while delivering timely, high-quality content that resonated with both media and audiences.

EDITORIAL USE ONLY The Daffodil Runner, commissioned by Marie Curie, the 2026 TCS London Marathon Charity of the Year, at Pot

EDITORIAL USE ONLY The Daffodil Runner, commissioned by Marie Curie, the 2026 TCS London Marathon Charity of the Year, at Potters Fields Park, the halfway point of the race this Sunday.Photo: PA21 Apr 2026

EDITORIAL USE ONLY Alan Ross makes finishing touches to The Daffodil Runner, commissioned by Marie Curie, the 2026 TCS London Marathon Charity of the Year, at Potters Fields Park, the halfway point of the race this Sunday.

Agency
PA
Location
London, UK
Date taken
21 April 2026, 07:34

More like this