The past few weeks have been full of daffodils.
There has been the lead up to Daffodil Day, with near-daily reminders to support the cause and put our hearts and funds into the battle for a cure.
Then Daffodil Day itself, with the pinning of the signature flower firmly to our lapels in solidarity with the sufferers and to show that we have put our hand into our pocket to help.
And most of us have, because as the Cancer Society informs us, one out of every three New Zealanders is affected by cancer.
Most of us won't even need a minute to think about that. The names and faces of friends, family and loved ones affected by cancer will have already popped into our minds.