This week sees the launch of VCCP’s first campaign for Macmillan Cancer Support since winning the business in March 2012. The national campaign launches with a 90s TVC on 11th February (supported by 60s and 30s), followed by extensive radio and online activity and will be supported by a media report and integrated PR activity.
Macmillan Cancer Support provides medical, emotional, financial and practical support to people living with or affected by cancer in the UK. Right now there are 2 million people with a cancer diagnosis and that number’s growing daily. To ensure Macmillan can continue to be there for everyone who needs them, they needed a campaign that would raise awareness of the role they play and, in doing so, drive donations.
The campaign proposition is no one should face cancer alone.The TV ad brings to life the moment at which a cancer diagnosis hits people. It uses the metaphor of falling and catching to dramatise the impact of cancer and the support that Macmillan – together with the support of the public – can provide.
“Our Not Alone campaign, developed with VCCP, marks a critical turning point in Macmillan’s brand advertising. Never before have we communicated what we do and why we need support with such power. As the number of people living with cancer is set to double from two to four million by 2030 we need to inspire the public to support people with cancer so that no one ever has to face it alone.”
Hilary Cross, Director of External Affairs, Macmillan Cancer Support
“Macmillan’s amazing work has made it one of the UK’s most loved and trusted charities, but it’s not yet one of the most supported. To address that, we’ve tried to create something which clearly dramatises what Macmillan really stands for. While other charities are all about curing cancer, Macmillan is about living with cancer- something more and more people are having to do. We hope the campaign will inspire people not just to donate but to get involved.”
Oliver Lewis-Barclay, Group Business Director, VCCP
Creds
Project name: Not Alone
Client: Macmillan Cancer Support
Creative agency: VCCP
Agency Producer: Vanessa Butcher + Betsy Kelly
Copywriter:Katie Welch
Art director: Neil Shanlin
Planner: Andrew Perkins
Media Agency: PHD + Vizeum
Media planner: VericaDjurdjevic
Production Company: RSA
Director: Barney Cokeliss
Post-production: MPC Audio post-production: Grand Central
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For further information please contact Katherine Levy, Group PR Manager at VCCP, on 07753 301 180 or katherinel@vccp.com or visit www.vccp.com
To read the Facing the Fight Alone report, or to find out more about the Not Alone campaign, visit www.macmillan.org.uk
Notes to editors:
VCCP Partnership is an integrated communications agency and is currently Marketing’s Agency of the Year. VCCP, which operates in London, Berlin and Prague has built a reputation for work that works and has won more effectiveness awards than any other agency its age.
Clients include O2, comparethemarket.com, easyJet, Carling, Morethan, Tate & Lyle and Jammie Dodgers.
Some Recent activities include:
• Winning Marketing’s Advertising Agency of the Year in December 2011
• Winning Marketing Weeks’ Agency of the Year 2010
• Winning Marketing Magazine’s Advertising Agency of the Year 2009
• Campaign Big Awards Gold for Best Film Campaign, 2011 – More Than Freeman
• Gold Marketing Society Award for Long term Excellence, 2011 – O2
• Gold Marketing Society Award, 2011 – O2
• Gold Marketing Society Star, 2011 – Standard Life
• Gold Effie, 2011 – O2 Prague
Macmillan Cancer Support
More than one in three of us will get cancer. For most of us it will be the toughest fight we ever face. And the feelings of isolation and loneliness that so many people experience make it even harder.
But you don’t have to go through it alone. The Macmillan team is with you every step of the way.
We are the nurses and therapists helping you through treatment. The experts on the end of the phone. The advisers telling you which benefits you’re entitled to. The volunteers giving you a hand with the everyday things. The campaigners improving cancer care. The community there for you online, any time.The supporters who make it all possible.
Together, we are all Macmillan Cancer Support