Macmillan Cancer Support: Doing whatever it takes

Macmillan Cancer Support, a UK charity, launched its platform 'Whatever It Takes', with the release of an X-Kids rated edit during primetime TV to drive more donations and bridge a generation gap within the donor base.


This is a story about grit and determination.

A story which reminds us that, just because people already say lots of nice things about your brand, it doesn't mean you shouldn't dig in and try to change their mind.

How, through a combination of insight and data - we took our client on a journey of self discovery and helped a group of 'angels' reconnect with their inner badass.

And how, by showing our clients a whole new side to themselves, we gave Macmillan Cancer Support a new creative energy that could drive more donations, bridge a generation gap...

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