Brand Purpose Creative Works Brand Strategy

‘Can I still date?’: Macmillan Cancer Support ad says no question is too small


By Amy Houston, Senior Reporter

April 19, 2022 | 3 min read

Macmillan Cancer Support is continuing to shine a light on the range of services on offer to people living with cancer in a new campaign by creative agency partner AMV BBDO titled ‘Whatever You Need’.


‘Whatever You Need’ / AMV BBDO

Directed by Bafta and Sundance Festival nominee Charlotte Regan, the film features people from all walks of life confronting overwhelming questions that can follow a cancer diagnosis, such as ‘can I still date?’, ‘what if I get pregnant?’ and ‘can I sunbathe?’

It ends with the line: ‘Whatever you need to ask, we’re here’.

The ad is a continuation of the charity’s ‘Whatever It Takes’ platform and aims to highlight that support is available to those who need it, whether it be about cancer in general, work, money or life.


“Sadly there are around 3 million people living with cancer in the UK, which means millions of lives turned upside down,” said Anthony Newman, brand and marketing director at Macmillan Cancer Support. “Cancer is personal and can impact people’s lives in a variety of ways – their relationships, their bodies, how they are feeling, their finances and more. And right now may feel like a scarier time than ever to be diagnosed.

“Our new ‘Whatever you Need’ campaign is designed to show people that Macmillan is here for them, no matter how big or small their questions, and to raise awareness of all our brilliant services and the support we can offer.”


Michael Jones and Thomas Hazledine, creative directors at AMV BBDO, added: “Everybody in Britain knows how amazing Macmillan is – an extraordinary, selfless blend of tough and tender that will do whatever it takes to help people cope with the emotional and physical turmoil of cancer.

“We’re now aiming to show how incredible and accessible the Macmillan team is and how they are able to support people with the realities of a new life living with cancer and the campaign does just that”.

Macmillan Cancer Support: advert-body-1 by AMV BBDO

By Macmillan Cancer Support

Overall Rating 4/5

Vote now
Brand Purpose Creative Works Brand Strategy

More from Brand Purpose

View all


Industry insights

View all
Add your own content +