Macmillan calls for fairer cancer care in AMV campaign

Macmillan Cancer Support is sharing the realities of cancer care with a new campaign designed to deepen understanding of how experiences of cancer can be unfairly affected by where a person lives, their income, background, or how they communicate.

The launch marks the start of a new year-long push as part of Macmillan’s Fair Cancer Care campaign, bringing together the charity’s services, partnerships and supporters in a shared mission to make cancer care fair for everyone.

Devised by AMV BBDO, aithe activity aims to amplify the voices of those facing unfairness, build understanding of the gaps in cancer care, and encourage the public, partners, and professionals to play a role in addressing them – while making Macmillan’s services more visible and accessible to those who need them most.

While previous campaigns have focused on Macmillan Nurses, this work broadens the spotlight to the full range of services and support available. It sits alongside Macmillan’s wider efforts with the healthcare system, partners, and communities to tackle inequalities and improve access to care and support.

Launching with primetime TV spots and supported by out-of-home, print ads and social media activity, the creative will also appear in high footfall locations including London Waterloo station and by The O2 Arena in London.

Debuting during the ad break of the Great British Bake Off for Stand Up to Cancer, the campaign aims to increase understanding of Macmillan’s range of services and drive public support for the charity’s work.

Building on Macmillan’s Whatever It Takes platform, the campaign reinforces the charity’s commitment to ensuring everyone receives the best possible care, regardless of background, location or circumstance.

The campaign’s 60-second TV film features a cast of real people with lived experience of cancer, real Macmillan professionals, and actors portraying authentic, lived experiences. It centres on their personal stories, bringing to life the realities of living with cancer.

Midway through, the narrative shifts to hope, revealing the human impact of Macmillan’s support. From community initiatives to one-to-one support, its services help people access the support they need and regain a sense of control.

The film concludes with real Macmillan professionals, a Boots Macmillan Information Pharmacist, and community partners uniting under the charity’s Whatever It Takes banner. United by the message that ‘it takes us all’, the film becomes a rallying cry – calling on individuals, communities, and organisations to come together and make cancer care fair for everyone.

Macmillan and AMV BBDO partnered with The Unmistakables and consulted with Outpatients to ensure the campaign authentically reflects the lived experiences of the audiences most affected by inequalities in cancer care – recognising that meaningful, inclusive representation takes time, care, and collaboration.

Macmillan Cancer Support chief engagement officer Sonia Sudhakar said: “At Macmillan, we know cancer isn’t fair, but cancer care should be. Our new ‘Fair Cancer Care’ campaign brings real stories to life, showing the challenges people face and the support available to them, whoever or wherever they are.

“It will take all of us to build Fair Cancer Care. This is a rallying call to everyone: whether you’re living with cancer, supporting someone who is, or simply want to help – you can stand with us and play a part in making cancer care fairer for all.”

AMV BBDO strategy partner Sam Williams added: “When you get diagnosed with cancer your whole world is turned upside down. That news is hard enough, but your experience shouldn’t be made worse because of who you are, where you live or how you identify.

“We wanted this campaign to bring to life the unfairness faced by those living with cancer who feel invisible and unheard in a system which isn’t designed for their needs, whilst inspiring people to act. They say it takes a village to raise a family, but it takes all of us to fight for fairer cancer care.”

Macmillan calls for fairer cancer care in AMV campaign

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