The news comes as it prepares for its 'Great Daffodil Appeal', the charity's most high-profile fundraising event of the year, which takes place in March. The initiative involves asking individuals to wear daffodil badges as a sign of support over the month.
This year, Marie Curie is looking to recruit more donation collectors on the street, beyond its core supporter group of women over 40.
It also aims to boost the prominence of the brand during March to differentiate itself from other cancer charities and make individuals aware of both where their donations go and how to access its services.
Marie Curie Cancer Care's director of communications, Chris Dainty, said: 'Marie Curie is a well-known charity and everybody has heard about the campaign, but this is about educating them on how their money is spent and the help we give.'
The charity's debut TV push will comprise a 30-second spot, created by DLKW Lowe. It will feature an undisclosed celebrity, telling their story about a family member suffering from cancer and their experience of the charity. The ad breaks on 2 March and will run for three weeks on ITV1 and Channel 4.
Marie Curie has also signed a multichannel partnership with Classic FM radio. It will include on-air advertorials, sponsorship, print ads in Classic FM magazine and on its website.
The charity, which offers free nursing at home for individuals suffering from cancer and other terminal illnesses, is already running a radio ad campaign across other stations including Smooth and Magic.
Marie Curie is looking to reach a younger audience via its Facebook page, where fans of the charity can register to become volunteers.
It is also developing smartphone apps as another channel via which members of the public can donate. Users will be able to get in touch with friends and encourage them to give money to the charity. Individuals can already donate via SMS from their mobiles.
UM London is handling all media planning and buying for the campaign. It is the agency's first work for the charity since it was appointed to the £5m account in October last year.
Last year, Marie Curie ran a viral campaign featuring celebrities including Stephen Fry and Jane Horrocks in online video ads.
£41m spent by Marie Curie on nursing home care
£35m spent by Marie Curie on hospices
£5.6m Marie Curie UK adspend, 2010
Source: The Nielsen Company
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