Macmillan Cancer Support: If nobody speaks of remarkable things

This case study shows how Macmillan Cancer Support, a UK charity, struck a unique content partnership with a national newspaper's agony aunt to educate the audience about the charity's services.

Macmillan Cancer Support: If nobody speaks of remarkable things

Lauren Port

Campaign Details

Brand: Macmillan Cancer SupportBrand Owner: Macmillan Cancer SupportLead Agency: M PHD UK; News UK (Publishing Partner)Country: United KingdomIndustry: Charities; voluntary organisationsChannels used: Content marketing, Newspapers, Online video, Print - general, unspecified, Sponsorship - media, Websites; micrositesBudget: 500k - 1 million

Executive Summary

With the constraint of targeting an older, predominantly analogue audience with a multi-faceted message, the objective of this campaign was to educate those with cancer and those looking after someone with cancer,...

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