CharityComms

Macmillan Cancer Support is shifting its marketing strategy by launching an emotive integrated campaign, in a bid to recruit 17,500 new donors.

The charity will for the first time use a testimonial case study to highlight how Macmillan helps people who experience a feeling of isolation after a cancer diagnosis.

The campaign will move away from Macmillan's signature silhouettes and focus on the incredible real-life story of Suzie France. Suzie's unscripted content draws on her own experience of breast cancer, touching on how Macmillan helped her through the loneliness she experienced, despite having family and friends nearby.

The activity launches with a DRTV ad across satellite and freeview channels with both 60 and 90-second adverts, and is supported with direct mail, door drops, door-to-door, telemarketing and online banners.

Macmillan’s direct marketing manager Maxine Reynolds says: “This is the first campaign that we have led with a cancer experience message rather than a services message. We hope that by using Suzie's emotive story, not just in the DRTV campaign but in the mail based packs too, we will add integrity to the campaign and motivate donors to give.”