Some 26,000 people in Ireland will be diagnosed with cancer this year, but this figure is expected to rise to 40,000 by 2020, the Irish Cancer Society (ICS) has said.

It is calling on the public to support its annual fundraiser, Daffodil Day, which takes place nationwide today (March 22).

Over 4,000 volunteers will be on streets and in shopping centres round the country selling daffodil pins and fresh daffodils, in an attempt to raise €3.4 million.

All funds raised will be spent on the ICS's various information and support services, including the National Cancer Helpline and seven Daffodil Centres based in hospitals natiowide.

According to Mark Mellett of the ICS, the number of people being diagnosed with cancer is expected to increase in the coming years as a result of an ‘ageing and increasing population and a neglect of healthy lifestyle behaviours'.

"This is placing a massive demand on our services, which are funded entirely through voluntary contributions," he explained.

He pointed out that the volunteers selling daffodils today are not paid ‘and many take time off to volunteer for Daffodil Day because they have personally been affected by cancer'.

"While the reason so many lend their support to Daffodil Day is an unhappy one, the day itself is a fun, bright and sunny day," Mr Mellett insisted.

People wishing to support Daffodil Day can:
-Buy the flowers from a volunteer
-Text Daff to 50300 to donate €4
-Call 1850 60 60 60 to make a donation
-Donate online at www.cancer.ie/daffodilday
-Buy a virtual daffodil from the ICS's Facebook page
-Download the Daffodil Day smart phone app and make a donation.

Meanwhile the National Cancer Helpline can be contacted at 1800 200 700. Calls are free of charge.