VCCP’s new positioning for Macmillan shows that life doesn't stop because you have cancer
Macmillan is moving away from its ‘Not Alone’ positioning with the launch of a new ‘Life With Cancer’ campaign, aiming to show that life doesn't stop just because you have cancer.
Based on the charity’s own research that revealed 85% of people with cancer don’t want to be defined by the disease, Macmillan’s new campaign with VCCP explores what everyday life looks like when you’re living with a diagnosis. The four executions look at important relationships through the eyes of a father, sister, friend and lover, showing they still have lives to lead by juxtaposing moments connecting with loved ones and the personal struggle of coping with the illness.
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"At Macmillan, we know cancer can affect everything: your body, your relationships, your finances; we also know life doesn't stop just because you've been diagnosed,” said Lynda Thomas, chief executive officer of Macmillan. “With Life with Cancer, VCCP has succeeded in capturing the kaleidoscope of emotions someone with a cancer diagnosis can go through.
"It reflects what many people with cancer are telling us – they don’t want to be defined by their disease. We hope people see the adverts and know that support is available from Macmillan."
The campaign signifies a shift from Macmillan’s previous ‘Not Alone’ proposition, which draws to a close this month. Also created by VCCP, the campaign focused on the message that ‘No one should face cancer alone’ and ran for four years.
Running across print, OOH, radio and TV and a social campaign that builds across the year, Life with Cancer reflects insights collected by the charity from people living with cancer, who say spending time with their friends and family can help them feel ‘normal’ when they are going through treatment.
"We're really proud of this campaign and hope that it'll challenge people's perceptions of what life with cancer's really like, while shining a light on the invaluable role Macmillan plays in helping people affected by cancer to live a normal life," added Matt Lever, VCCP’s deputy executive creative director.
The campaign launches today across ITV, Channel 4 and Sky.