Last Saturday, in support of Marie Curie Nurses who worked an extra hour due to the clocks going back, Saatchi & Saatchi London and Marie Curie turned adverts at the iconic outdoor site at Piccadilly Circus, yellow.

For one hour only between 7pm and 8pm, brands including Coca-Cola, McDonald’s, Samsung, Hyundai Motor and the Egyptian Tourism Authority all pledged their support for the charity’s ‘Extra Hour’ campaign and agreed to donate an hour of their advertising time by turning their artwork yellow.

The iconic Piccadilly Lights advertising site, owned by Land Securities, also featured messaging for the full hour explaining why the site turned yellow and included a call to action to donate to show support for the charity.

As part of the campaign, additional digital advertising billboards across the UK including digital billboards on top of London’s black cabs also supported the ‘Extra Hour’ campaign. Shot by award-winning photographer Josh Cole, the creative featured an image of Marie Curie Nurse, Sally Monger-Godfrey and urged people to support the Marie Curie’s Nurses, who worked an extra hour when the clocks go back.

Brands and outdoor media companies who have pledged their support include Amazon, EDF, Spotify, WHSmith, Kinleigh Folkard & Hayward Estate Agent, The Daily Telegraph, Primesight, Clear Channel, Ocean Outdoor, City Outdoor, Forrest, Signature and Verifone Media, Global Radio and Jazz FM.

UM London and out-of-home agency Rapport worked with media owners around the UK to secure these additional spaces.

Other elements of the campaign include a 60” online film featuring Marie Curie Nurses and a 30” film which features a message of support from actress Alison Steadman whose mother was cared for by Marie Curie Nurses.

The ‘Extra Hour’ campaign aims to raise awareness of the fact that Marie Curie Nurses work overnight, providing care and support in people’s homes. Those wishing to make a donation to help fund more care and support from Marie Curie’s Nurses can text EXTRA HOUR to 70755 to donate £5. Marie Curie receives 98% of the donation.