Macmillan Cancer Support provides physical, emotional and financial support to people living with cancer. As their first project together, the charity has appointed Mr. President to reinvigorate their comms approach for one of their flagship fundraisers, Brave the Shave. The appointment follows a competitive pitch that was part of a wider roster review by the cancer support charity, including the appointment of new agency partners across their full range of content requirements.
Brave the Shave’ runs all year round and involves participants shaving their heads in return for sponsorship. It is core to Macmillan’s fundraising efforts - driving £22.7m in donations since 2015. Every year the product has been promoted across a seven-week media burst - driving awareness and sign ups. The brief for 2022 is to innovate on the concept to drive more shavers to sign up and fundraise, increasing income of the product.
Nick Emmel, founder and chief strategy officer at Mr. President said: “We always aspire to use our creativity to do a bit of good in the world - so we could not be more proud to welcome Macmillan as a client. They are an amazingly smart group of clients, prepared to do whatever it takes for those living with cancer. We can't wait to help them take their fundraising to the next level. In fact, we've started already. I was so inspired by their dedication to the cause, I've Braved the Shave myself. All donations of money and warm headwear are most welcome.”
Helen Shepheard-Walwyn, senior client services manager and agency management partner at Macmillan Cancer Support says: “We are excited to start our partnership with Mr President to see where we can push Brave the Shave to in 2022, using new ideas and activations to maximise participation and fundraising in this great product that helps us deliver our objective to do whatever it takes for people living with cancer"
The agency has begun working on the new campaign which is due to launch in Spring 2022.