Macmillan: We stand for betterness

Macmillan Cancer Support, a charity supporting people affected by cancer, increased donations with its new platform, Whatever it Takes, which conveyed an accurate depiction of cancer care.

Executive Summary

It's hardest to make a brave new change in direction when everything appears to be running along nicely. But that's exactly what Macmillan Cancer Support did.

When 'good' might have been seen as good enough, we took a shot at greatness...