This week sees the launch of VCCP’s first campaign for Macmillan Cancer Support since winning the business in March 2012. The national campaign launches with a 90s TVC on 11th February (supported by 60s and 30s), followed by extensive radio and online activity and will be supported by a media report and integrated PR activity.
Macmillan Cancer Support provides medical, emotional, financial and practical support to people living with or affected by cancer in the UK. Right now there are 2 million people with a cancer diagnosis and that number’s growing daily. To ensure Macmillan can continue to be there for everyone who needs them, they needed a campaign that would raise awareness of the role they play and, in doing so, drive donations.
The campaign proposition is no one should face cancer alone.The TV ad brings to life the moment at which a cancer diagnosis hits people. It uses the metaphor of falling and catching to dramatise the impact of cancer and the support that Macmillan – together with the support of the public – can provide.
“Our Not Alone campaign, developed with VCCP, marks a critical turning point in Macmillan’s brand advertising. Never before have we communicated what we do and why we need support with such power. As the number of people living with cancer is set to double from two to four million by 2030 we need to inspire the public to support people with cancer so that no one ever has to face it alone.”
Hilary Cross, Director of External Affairs, Macmillan Cancer Support, said: “Macmillan’s amazing work has made it one of the UK’s most loved and trusted charities, but it’s not yet one of the most supported. To address that, we’ve tried to create something which clearly dramatises what Macmillan really stands for. While other charities are all about curing cancer, Macmillan is about living with cancer- something more and more people are having to do. We hope the campaign will inspire people not just to donate but to get involved.”
Project name: Not Alone
Client: Macmillan Cancer Support
Creative agency: VCCP
Agency Producer: Vanessa Butcher + Betsy Kelly
Art director: Neil Shanlin
Planner: Andrew Perkins
Media Agency: PHD + Vizeum
Media planner: VericaDjurdjevic
Production Company: RSA
Director: Barney Cokeliss
Audio post-production: Grand Central