The ads, running in national press and on radio from 15 February until mid-March, focus on a patient's choice of where to die. They extend the long-running "Daffodil Day" fundraising event into a month-long campaign.
One press execution shows a woman in her own bed. It is accompanied by text that explains where she would like to die and how Marie Curie can make this a reality. It carries the strapline: "Cross my heart and hope to die. Here."
The ads were written and art directed by Simon Davenport and Martin Pierson. Media was by Frontline Media.
Press ads were chosen to deliver the copy-rich creative and radio ads to maximise the emotional impact.
Graham Monk, the deputy chairman of MBA, said: "Marie Curie Cancer Care has a history of impactful, insight-driven advertising and this campaign upholds that. The reader is left with no doubt about what MCCC does nor how they can play a part in helping too."