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Macmillan Cancer Support shifts target audience for Night In fundraising campaign

Macmillan Cancer Support is targeting a younger audience with the return of its Night In fundraising campaign, the third time the charity has run the initiative.

Working with CRM agency Kitcatt Nohr the campaign is the first activity to launch since Macmillan appointed the agency in October 2014 and focuses on social media to push the Night In initiative, which asks friends to host an evening at home and donate the money they would usually spend on a night out to the charity.

The campaign features video content on Facebook demonstrating Night In do it yourself ideas, and Macmillan and Kitcatt Nohr have also developed a redesigned microsite, digital banners, direct marketing, print ads and email communications centring around Macmillan’s ‘A million reasons’ proposition.

Ben Golik, executive creative director at Kitcatt Nohr, said of the campaign: "It's always hard to balance the cancer cause message, with a fun and social event. However, learning that Macmillan helps over 1 million people each year led to the conception of the 'Million reasons...' thought."

The creative extends the proposition by celebrating quirkier reasons for hosting a Night In such as ‘Because… the club can’t handle our moves’ and ‘Because… my kitchen is for dancing’.

The Night In campaign is live and the majority of fundraising events are expected to take place throughout May.

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