Macmillan creates original branded series to support Channel 4 documentary
Cancer support charity Macmillan has shaken up its strategy with a move into the creation of original branded entertainment.
Instead of the usual 30- or 60-second spots, it partnered with Wonderhood Studios to produce four short documentary films to screen alongside Super Surgeons, a three-part docuseries airing on Channel 4 that focuses on the work of an elite team of doctors.
The films communicate how the charity is willing to do whatever it takes to support people living with cancer. This surfaces real-life stories illustrating the multitude of forms support can take; from providing sign language interpreters to a nurse going out of her way to reach patients in the Outer Hebrides.
Brand ident and social assets including a program skin and ad pause have also been used to drive people toward the videos.
“We are in collaboration with this ground-breaking series to help more people understand how cancer can disrupt your life, and to show the army of people, from super surgeons to the Macmillan team, who will do whatever it takes to help you through it,” said Anthony Newman, brand and marketing director at Macmillan.
Airing from July 18, Super Surgeons explores the medical techniques utilized on the cutting edge of medical science to prolong the lives of their patients.