Macmillan launches second TV fundraising campaign
Howard Lake | 3 March 2004 | News
Macmillan Cancer Relief launched its second television fundraising campaign on 1 March 2004 with the aim of delivering new long-term donors and reducing Macmillan’s reliance on traditional direct marketing media.
The new DRTV commercial aims to increase Macmillan’s supporter base through a call to action for a monthly donation via direct debit of £2 or £3. The ad was created by direct marketing agency Clark McKay and Walpole who commissioned BAFTA-award-winning director Adrian Shergold (“The Second Coming”, “Inspector Morse”, “Early Doors”).
The 90-second advert highlights the emotional journey of a cancer patient and features a man making a home video to record his thoughts following the bombshell of a cancer diagnosis. The home video focuses on the difference a Macmillan nurse’s involvement made to the family’s ability to cope with the diagnosis. The voice-over is provided by actress Shelia Hancock.
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A freephone telephone response number appears throughout the ad to prompt prospective supporters.
Clara Avery, Macmillan’s Direct Marketing Manager, said: “Our first DRTV campaign in 2003 performed very well in terms of introducing the public to the wider scope of Macmillan’s work. By taking on board everything we learnt from our first campaign and using a powerful and simple proposition we hope to reach a new supporter base and secure more new long term donors.”
The advert will be shown between 9am and 6pm on satellite and cable TV channels from 1 March 2004 including UK Drama, UK History, At the Races, Turner Classic Movies, Classic FM, Travel, ITVNews, E!, UK Bright Ideas, UK Food and Chart Show TV.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.