Macmillan overhauls brand messaging
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Macmillan Cancer Support is launching a three month brand campaign to get the public to reappraise the charity’s role and range of services.
The organisation says it wants people to realise that it is about more than nursing and end of life care, and offers support at “every stage of their cancer journey” such as advice on financial help, nursing care and an online community for sufferers and their friends and families.
The “Every step of the way” campaign launches today (15 August) and will run until the end of October across TV, press, outdoor, DM and digital.
It will replaces the “Good Day Bad Day” brand activity that the brand has run since 2009.
Carly Burton, brand manager at Macmillan, says that the “every step” campaign has been designed so that the charity can “integrate communications at a deeper level” and help communicate it’s practical, medical and emotional support services in an “issue led” way.
She adds that the charity has previously targeted people living with cancer but that it now wants to broaden its messaging to help a wider audience understand the importance of its services.
Macmillan is also preparing to relaunch its online community in September to better service its users.
Readers' comments (5)
Anonymous | Mon, 15 Aug 2011 12:04 pm
I think it's great that Macmillan provides these services, but find the advert misleading. I have had experiences with this organisation and they do not provide money for food. The shopping scene advert is a little misleading.
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Anonymous | Mon, 15 Aug 2011 12:44 pm
I used to work for Macmillan and this previous comment is incorrect.
Money provided is on a case by case basis around individual needs, circumstances and requirements. The previous person's needs may not have met the criteria.
Macmillan have limited funds to spread across the 1 in 3 people living with cancer in this country...this is why this advertisement is so important...
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jonathan wilcock | Mon, 15 Aug 2011 1:34 pm
Macmillan do a wonderful job, but I find this commercial to be very flat. There seems to be a distinct lack of emotion in the delivery and compared to recent outdoor stuff, doesn't really inspire. I hope the public's reaction proves me wrong.
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Anonymous | Mon, 15 Aug 2011 2:03 pm
I dont find Macmillan to be very active in my area of South Devon. The care provided here in our community is by our local hospice services and yet people still refer to them as Macmillan which is incorrect and misleading. I think Macmillan need to be a lot clearer about what they do and do not do.
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Gail Twist | Mon, 15 Aug 2011 3:51 pm
Having just lost my father to lung cancer I have had direct experience of the wonderful work that Macmillan do. I had always associated them with end of life care, and had thought that they needed to change many peoples perceptions about the role they can play in living with cancer. I find the advert spot on in terms of the situations that you find yourself in when diagnosed with cancer. Tackling the subject of cancer along with the needs of a charity is a difficult one to handle with the right level of emotion, without overkill, and this handles it perfectly in my opinion. Flashy it isn't - but it shouldn't be.
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