Macmillan revamps fundraiser as AMV activity breaks

macmillanMacmillan Cancer Support is overhauled its major fundraising programme for the World’s Biggest Coffee Morning by allowing hosts to hold an event “whenever and wherever” they want, including online or on their doorstep, in response to the coronavirus pandemic.

The charity, which is already bracing itself for £100m fall in donations from the effects of Covid-19, has implemented the changes after working with events agency Massive.

The event officially takes place on Friday September 25 2020, and is being backed by a new advertising campaign – the first through AMV BBDO – across television, radio and digital channels.

It features the voice of Gavin and Stacey star Julia Davis, and begins with graphics of hell freezing over, dinosaurs, machines rising and, a three-eyed hipster zombie requesting soya milk. It ends with footage of someone receiving cancer treatment, accompanied by the voiceover: “If cancer doesn’t stop, neither do we.”

Macmillan Cancer Support director of response marketing, fundraising and communications Anthony Newman said: “The impact of coronavirus has affected everyone across the UK. We wanted to create a bold and distinctive creative TV advert through powerful and original human insight, to ensure our flagship fundraiser continues to help raise vital funds for people living with cancer, who need Macmillan’s emotional, financial and practical support now more than ever.

“AMV has really risen to the challenge and the result is totally original – I’m fairly certain we are the first charity to feature three-eyed zombie-hipsters in an advert, anyway.

“For the very first time, supporters can get involved with Coffee Morning whenever and wherever – this could be online, on their doorstep or by taking on a new challenge altogether. Our fundraisers always do whatever it takes to host brilliant events, and we’re sure this year’s Coffee Morning will be no different.”

Macmillan has seen a huge increase in demand since the pandemic began. At one point in March, calls to the Macmillan Support Line about Covid-19 rose by 1,600%; and until recently calls that specifically mentioned the coronavirus stood at around 750 a week.

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