Macmillan pushes girly night in

Kitcatt Nohr has launched its first work since being appointed by Macmillan Cancer Support with a revamp of the charity’s fundraising event, Night In, wooing a younger audience to boost donations.
Macmillan asks women to host a “girly night in” with their friends and donate the money they would usually spend on an evening out to the charity.
The new campaign has developed the proposition of “There are a million reasons to have a Night In” and uses social activity to appeal to a younger female target audience, who, as most people recognise, can spend plenty on a night out.
The campaign features video content on Facebook demonstrating Night In “DIY” ideas. As well as social activity, Macmillan and Kitcatt Nohr have also developed a redesigned microsite, digital banners, direct marketing, print ads and email communications all centring around “A million reasons” proposition.
The creative extends the proposition by celebrating the quirkier reasons for having a Night In such as “because… the club can’t handle our moves” and “because… my kitchen is for dancing”.
Kitcatt Nohr executive creative director Ben Golik said: “It’s always hard to balance the cancer cause message, with a fun and social event. However, learning that Macmillan helps over 1 million people each year led to the conception of the ‘Million reasons…’ thought.”
Macmillan marketing function manager Claire Driscoll added: “Through Night In’s new positioning and a focus on social activity, we’re confident that the event will really engage and appeal to this younger audience, and help us to raise more money for people facing cancer this year than ever before.”
The Night In campaign is live and the majority of fundraising events are expected to take place throughout May.

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