Macmillan Cancer Support: Channelling our compassionate warrior spirit to create a deeper connection with Macmillan

Macmillan Cancer Support, a UK cancer charity, launched a three-part documentary series commissioned by Channel 4 to highlight the differing, holistic needs of people living with cancer, surprise people with the breadth of personalised care offered by the charity, and increase brand buzz, understanding and offering.

Exec Summary

Macmillan Cancer Support is one of the largest cancer care and support charities in the UK best known for their fundraising and cosy coffee mornings. However, most people don't know about the vital services they provide. Super Surgeons: A Chance at Life was a brand-funded 3-part documentary series supported by short and mid-form marketing. Aired in a primetime slot on Channel 4, the documentary was the centrepiece of a campaign that allowed Macmillan to demonstrate that they do whatever it takes to help people with cancer live life to the fullest.

The Compassionate Warriors

Macmillan Cancer Support's marketing...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands