VCCP has launched its first campaign for Macmillan Cancer Support with a powerful 90-second TV advert.
The ad introduces the ‘no one should face cancer alone’ campaign strapline and will be followed by online and radio coverage. It depicts the moment a person is given the news of a cancer diagnosis; each person begins to fall before being caught as they are inches from the ground, signifying the support that Macmillan provides.
Hilary Cross, Macmillan director of external affairs, said: “Our Not Alone campaign, developed with VCCP, marks a critical turning point in Macmillan’s brand advertising. Never before have we communicated what we do and why we need support with such power. As the number of people living with cancer is set to double from two to four million by 2030 we need to inspire the public to support people with cancer so that no one ever has to face it alone.”
VCCP acquired the contract with Macmillan in March 2012. Other high profile clients at the conpany include O2, comparethemarket.com, Carling and MoreThan.
“Macmillan’s amazing work has made it one of the UK’s most loved and trusted charities, but it’s not yet one of the most supported,” commented VCCP group business director, Oliver Lewis-Barclay.
“To address that, we’ve tried to create something which clearly dramatises what Macmillan really stands for. While other charities are all about curing cancer, Macmillan is about living with cancer - something more and more people are having to do. We hope the campaign will inspire people not just to donate but to get involved.”