In spite of the UK's freezing weather, Marie Curie has launched its spring fundraising campaign in London, with 4,000 light-up daffodils filling Paternoster Square near St Paul's cathedral each representing the number of people helped in March this year.
The annual spring campaign is part of the Great Daffodil Appeal, an annual call for people to donate to the terminal illness charity.
In the video above, fundraising director Alex Hyde-Smith said: "We knew we wanted to do something to bring the daffodil to life, so we decided to have daffodils illuminated at night but also something that would look really impressive in the day."
The pop-up allows people to donate not only traditionally with cash but also via the contactless card system.
Chief executive of Marie Curie, Dr Jane Collins, said: "By donating and wearing a daffodil pin, we can all make sure people living with a terminal illness get the expert care and support they deserve.”