Macmillan Cancer Support: A coffee morning kit filled with fun, useful and shareable items
Agency: Kitcatt Nohr
The brief was to recruit a new generation of hosts to raise money for Macmillan Cancer Support. In order to grow, Macmillan's World's Biggest Coffee Morning needed to appeal to a younger audience - without alienating its loyal older audience.
Strategy
Macmillan's World's Biggest Coffee Morning is one of the UK's biggest and longest-standing mass fundraising events.
The typical coffee morning host, dubbed Hilary, has a good network of friends, and enjoys giving something back to charities. Hilary, accounts for 69% of people...