VCCP

London

Macmillan

Digital • OOH • Social

Reaffirming Macmillan's position as the leading cancer charity


With recession biting, Macmillan Cancer Support was finding it harder to grow at anything like the rate required to help everyone living with or affected by cancer. 900 people a day were being diagnosed, but after three years of strong fundraising growth, income grew just 1.6% in 2009: nowhere near enough to fund the services required.

Over the last five years, Macmillan has achieved a step change in the effectiveness of its marketing communications. Across fundraising, brand, engagement, partnerships and local activations, it has achieved greater impact, and greater results.

With the launch of Not Alone in 2013, a new urgency was added, and a new level of integration. The brand delivered more effective advertising, more diverse and efficient income driving, deeper digital and social engagement, and more far-reaching locally activated partnerships.

By activating the campaign in local communities across the country, through locally adapted advertising and their nationwide Coffee Mornings, we helped Macmillan Cancer Support reach more people than ever before, with five and a half million people affected by cancer helped and supported in some way.

Most importantly, Macmillan continues to build a strong, sustainable position from which it can raise the money to support the ever-increasing numbers of people who will need them in the future.

What’s more, new records of fundraising income were delivered, with growth far in advance of the charity sector as a whole. Macmillan is the fastest growing charity of the past five years.

It’s no surprise that Macmillan has been consistently recognised as the UK’s Charity Brand of the Year by both Third Sector and YouGov. Since campaign launch, they’ve seen a significant increase in income, and advertising recognition is higher than any previous Macmillan campaign, with the ad tracking as Macmillan’s most memorable and powerful ever. Forty times more people have been talking about the brand on Facebook.

Most importantly, Macmillan continues to build a strong, sustainable position from which it can raise the money to support the ever-increasing numbers of people who will need them in the future.

What’s more, new records of fundraising income were delivered, with growth far in advance of the charity sector as a whole. Macmillan is the fastest growing charity of the past five years.

It’s no surprise that Macmillan has been consistently recognised as the UK’s Charity Brand of the Year by both Third Sector and YouGov. Since campaign launch, they’ve seen a significant increase in income, and advertising recognition is higher than any previous Macmillan campaign, with the ad tracking as Macmillan’s most memorable and powerful ever. Forty times more people have been talking about the brand on Facebook.



Share

Feel free to get in touch

We'd love to chat

VCCP

+44(0)20 7592 9331 info@vccp.com