Macmillan to launch two-month advertising campaign
Howard Lake | 26 September 2008 | News
Macmillan Cancer Support is launching a two-month advertising campaign on 1 October to ensure that the two million people now living with and beyond cancer in the UK are aware of all of the charity’s services and how to access them.
The campaign will focus on two of the key issues people living with cancer face: isolation and financial hardship.
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The campaign launches with a 40-second television advert on terrestrial and satellite channels using, for the first time, live action rather than Macmillan’s trademark silhouettes
Everyday objects including a football and a clock featuring the word ‘cancer’ on them are used to demonstrate that cancer is something that is always present for the person living with the disease.
The final message from Macmillan is, "With Macmillan’s support, things can – and do – get better. So that some days it’s not all about cancer. It’s about life."
The campaign includes adverts that will appear in national newspapers and consumer magazines. Outside space across the UK has been donated by JCDecaux.
Direct marketing activity launches on 13 October through various channels including door drops, direct mail and direct response TV. All will focus on the story of Suzie France, who talks about her experience with breast cancer as well as the loneliness she has felt, despite having family and friends nearby.
The campaign aims to recruit 17,500 new supporters for Macmillan.
Macmillan worked with creative agency Arthur to help develop all elements of the campaign, from the TV advert to the online banners which will appear on sites such as The Sun, MSN and AOL.
The charity also worked with media buying agency PHD to help identify the ways in which the charity can best get in touch with the target audience.
www.macmillan.org.uk
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.