Think Macmillan and nurses spring to mind. Think cancer and it pricks fears of death. But in both instances the initial associations are only part of the story.
Macmillan, though justifiably proud of the efforts of its nurses since the charity's foundation in 1975, wants to get across the message that it exists for all aspects of cancer care and to develop the idea of living with cancer rather than regarding it as inevitably ending in death.
Macmillan spokeswoman Kirsty Warwick says: "We haven't done any brand advertising for two years and people still associate Macmillan with nurses and the treatment of terminal cancer. We want them to know we are there from the point of diagnosis right the way through."
The £500,000 advertising campaign uses garish colours and cartoon-like images to create an unusually upbeat feel that the charity hopes will help effect a shift in thinking.
"Colourful ads are an unusual way of tackling the subject of cancer,
"But rather than trade on people's fears of the illness we are trying to help them live with it. We want to convey a more positive message while acknowledging cancer is traumatic."
The four-week campaign, which began last weekend, features a series of three advertisements in national newspapers including The Times, The Sun, The Scotsman and the Radio Times.
Each one serves as a survival guide to cancer, illustrating ways of coping and emphasising the role of Macmillan in helping to achieve it.