The emotional new Macmillan advert highlights the very important assist the charity supplies
The two-minute film shows how cancer affects people with a diagnosis as well as their family and friends. It also highlights the compassionate role played by Macmillan staff in providing support, humor, and tenderness to others, although sometimes they themselves are affected.
While there are moments of joy and triumph in the film, it is unwavering to address challenging and emotional situations, and thus it is a difficult task at times.
The campaign runs on television, digital, social and radio and is designed to highlight the critical role Macmillan plays. It sees a new direction in the charity's message, away from focusing on the caring role that Macmillan provides and emphasizing the skills, ability and ingenuity that employees bring through their work. This shift was based on research by AMV, which showed that people were more likely to support and donate to charities that are seen as dynamic and effective.
The ad comes at a time when, according to Macmillan, up to 50,000 people in the UK are missing out on a cancer diagnosis due to the disorder caused by Covid-19. That number could double by that point in the next year if cancer isn't referred and screened to catch up. Every aspect of the campaign includes a call for donations as these represent 98% of the charity donations that were hard hit during the pandemic.
The campaign also introduces an updated visual identity that evolves the current look and feel to reflect the new branding direction in all communications.
Credits:
Agency: AMV BBDO
CCO: Alex Grieve
ECDs: Nadja Lossgott, Nicholas Hulley
Creative Directors: Andy Clough, Rich McGrann
Creative: Benjamin Polkinghorne, Scott Kelly
Production company: Iconoclast
Directed by Jonathan Alric