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Macmillan looks to engage new audience in 'Not Alone' campaign

Macmillan Cancer Support has launched a new brand campaign in the hope of reaching a new audience to encourage them to help someone they know with cancer.

The VCCP-created campaign builds on the charity’s proposition that 'no one should face cancer alone', and is comprised of two 60-second ads, with 30-second cutdowns, along with a large-scale digital, social and out-of-home (OOH), and an online hub - The Source.

The campaign touches on the traditional services offered by Macmillan but also aims to galvanise people to help improve the lives of everyone living with cancer.

The two TV spots – Blizzard, which launched this week and Mist, which is set to launch in March – show two people dealing with cancer, David and Claire, who are feeling low.

Carly Wilson, head of brand advertising and campaign integration commented: “We’re really excited about this development of our Not Alone campaign. As well as creating cut through in such a busy marketplace, we hope it will help us engage with a new audience and encourage them to reach out to someone they know with cancer.

"Our new digital hub, The Source, is full of great tips and inspiration to help people do just that."

OOH provider Primesight has offered four separate outdoor ad bursts to the charity worth £200,000.