Hi, I’m Henny, and I’m going to talk to you about the campaign I wish I’d done, which is the No-one Should Face Cancer Alone campaign by Macmillan.
Let’s quickly watch the TV ad
So, to put the campaign into context
This campaign was designed to show what services Macmillan offer beyond nurses; their advice line, financial support, and advice and information.
The TV advert shows the need to for support and creates a simple text to donate ask
As well as having the text to donate mechanic, it’s easy to see that brand awareness was also one of the TV ad’s objectives.
The campaign clearly demonstrates Macmillan’s Get/Give model – you can get help through nurses, information and advice and financial support - and you can give help through money, volunteering and raising awareness
And the advert fits perfectly with Macmillan’s strategy to offer support to anyone affected by cancer, not just the patient. “No one should face cancer alone”. It’s an aim that brings everyone into Macmillan’s beneficiary and supporter base.
So, why do I wish I’d one it? Firstly for its clarity:
Focussing on the TV advert, the campaign clearly shows the relationships that Macmillan need to build in order to reach their aim that no one should face cancer alone. It links the patient, to their family, to the direct care of a nurse, to the wider care for the patient’s husband. Beyond that, it explicitly states the impact of a support, in this case a fundraiser: “Tim, you’re helping so many people.”
Using common and relatable situations, the advert shows the relationship between beneficiary, families, service providers and supporters.
The advert builds from the initial isolation of the patient alone in a waiting room, to show how Macmillan - and everyone involved with Macmillan - supports both the patient and their family. It builds a sense of a community, of a network of support.
And the advert keeps coming back to the need. A need that’s clearly stated – “no one should face cancer alone, but we can’t be there for everyone and we need you to support our nurses and other vital services.”
But as well as the clarity, the advert gives a complete picture.
In one minute you understand the breadth and importance of Macmillan. You get what Macmillan are about, you get how they will help. And most importantly, you get why they need your help and how that help can be given.
It brings a huge organisation down to one person’s story and all those involved with her journey. Through using names and relationships (“son”, “mum”, “Tim”, “Sam Jenkins from Stoke”), it humanises the charity, it makes it relevant to everyone watching. I could be that mum, I could be that runner, that could be my son…
It shows the breadth of the fundraising proposition through highlighting mechanics on different ends of the spectrum; from running a marathon to putting change into a bucket. And both are given equal importance. It’s saying “everyone has a vital part to play, no matter how small it may seem”
And it’s the same with the services – from the advice line, which people might not know about, to the highly recognisable nurses. They’re all playing integral to the support the patient and the patient’s family gets.
And by giving this complete picture, the campaign successfully bridges the gap between brand and fundraising marketing. A brand advert that also works hard from a response perspective.
And for Anthony Nolan as a charity, it’s very relevant to us
We’ve grown from a paper based registry relying on the good will of parents and professionals to an international cancer charity who facilitate 1000 stem cell transplants a year, campaign for patients’ rights and offer support and advice to anyone needing or affected by stem cell transplants
And not only do we need to raise the profile of all these services, we need to make sure people know we need their support and funds to continue to support the transplant community.
We need to make people aware that we’re a charity that needs funds as well as people to join the register. And what Macmillan have done beautifully through this campaign is give everyone, however much you know about Macmillan, the full picture of who they are and why they need support.
We’re still developing the many ways people can get involved with Anthony Nolan, so maybe rather than wishing I’d done the No one should face cancer alone campaign , it’s more a hope we create something as powerful and effective.
No one should face cancer alone - Macmillan Cancer Support. Great comms campaigns I wish I'd done seminar, 18 June 2014
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