Macmillan Cancer Support: Good Day campaign

The Gold winner for best brand building campaign at the 2010 DMA Awards. Aiming to tackle the negativity associated with the word "cancer" on behalf of charity Macmillan Cancer Support, Arthur London developed a campaign incorporating TV, DRTV, outdoor and social media, as well as door drops targeting an elderly, socially-deprived audience.

Macmillan Cancer Support: Good Day campaign



"The insight was thought provoking and resonated with every member of the jury. A simple idea carried across all media in a strong, compelling campaign."

Caitlin Ryan, Proximity London


Lyndsay McMorrow

Nick Spindler

Andy Kelleher

Darren Lassiter

Francesca Abbott

Charlotte Edmonds


PHD – Media agency

CLIENT • Macmillan Cancer Support

WHAT IS WONDERFUL ABOUT THIS WORK?• Macmillan today is less about death and terminal care and more about living with cancer. The Good Day campaign has successfully repositioned the brand, encouraging thousands more...

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