People in York will be encouraged to donate and wear a daffodil as part of a nationwide fundraising drive.
The Great Daffodil Appeal, organised by Marie Curie Cancer Care, will run for a month.
Volunteer collectors will be out and about in the city centre and in shops, taking donations in exchange for a daffodil.
Sarah Brooks, community fundraiser at Marie Curie Cancer Care, said: “We need everyone in York and the surrounding area to get behind the appeal by donating and wearing one of our daffodil pins during March.”
The fundraising target for the region, which covers North and East Yorkshire and Teesside, is £90,000.
Last year, the appeal raised £7 million.
Sarah said: “Every penny you can give is vital in helping Marie Curie Nurses provide more care to people with terminal illnesses in their own homes, as well as emotional support for their families.”
The Great Daffodil Appeal marks the first of a series of Marie Curie Cancer Care events linked to the region. The charity is an official partner of July’s Tour de France Grand Depart, which takes place in Yorkshire, while also hosting its Blooming Great Tea Party in June.