Macmillan puts support at the heart of brand overhaul

macmillan2Macmillan Cancer Support has launched a major marketing campaign bringing to life its new brand proposition ‘Whatever cancer throws your way, we’re right there with you’, designed to support people at all stages of the disease, their families, friends, communities and its supporters.
Replacing the ‘Life with Cancer’ strapline, the new campaign has been devised by VCCP, and aims to boost understanding and awareness of the ways the charity supports people at all the critical stages of their diagnosis, treatment and recovery, and help to ensure Macmillan is relevant to everyone it aims to support.
The campaign, which kicks off with a TV ad, will then extend across VOD, cinema, radio, outdoor, YouTube and social media and be integrated into other fundraising and marketing activity. Dragon Rouge devised the brand strategy.
With the number of people living with cancer in the UK set to grow to around 4 million by 2030, Macmillan faces an urgent need to help more people face the complex physical, financial and emotional impacts of the disease.
Macmillan director of brand Kate Barker said: “While the charity is well known and has a recognisable brand, we know that not enough people with cancer are aware of all the ways we can support them.
“Our focus throughout this work has been on increasing Macmillan’s relevance and ensuring that everyone who needs us can access our support. In turn we hope that more people will be inspired to offer support to Macmillan. Strengthening our brand is an important way for us to make an even bigger difference to everyone living with cancer in the UK.”

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