Macmillan Cancer Support honors its compassionate warriors
A new campaign from AMV BBDO is a reminder of the humanity at the heart of services that need our support now more than ever.
Deputy Editor, BITE
Macmillan Cancer Support
We repositioned Macmillan Cancer Support staff as compassionate warriors in new ‘Whatever it Takes’ campaign. The work runs on TV, digital, social and radio and is spearheaded by a film entitled “Tender yet Tough’ - shining a fresh light on their workforce.
As many as 50,000 people in the UK are missing a cancer diagnosis, because of the disruption caused by COVID-19, according to Macmillan, a number which could double by this time next year if cancer referrals and screening do not catch up. This gap means that Macmillan’s services are more vital than ever.
To encourage the public to donate vital funds to Macmillan Cancer Support, AMV BBDO created a new campaign that honors Macmillan staff as compassionate warriors.
‘Tender yet tough’ shines a light on the role of Macmillan staff in supporting those living with cancer and the families who are learning to cope around them. It demonstrates the grit, determination, kindness and humour at the heart of the job they are doing.
Emma Guise, Director of Brand and Communications for Macmillan said: “This new campaign with AMV brings to life our unique spirit by showcasing not just what Macmillan does, but how we do it. The kindness and compassion that we bring along with the grit and determination needed to ensure we can do whatever it takes for people with cancer.”
The campaign positions Macmillan as a service for everyone, increasing its relevancy and so its potency as each person watching acknowledges the impact this service might have, or has already had, on their own lives. It’s a reminder of the humanity at the heart of services that need our support now more than ever.