Macmillan TV bid for new supporters

Macmillan Cancer Support has launched a two-month advertising campaign designed to recruit 17,500 new supporters.

Macmillan's ad
Macmillan's ad

A 40-second TV advert has been broadcast on terrestrial and satellite TV this week and will be followed by direct mailings in two weeks' time.

Recognition of Macmillan as a cancer care organisation jumped from 22 per cent to 44 per cent after last year's ad campaign, according to nfpSynergy's Charity Awareness Monitor.

The campaign focuses on two themes: the isolation faced by people with cancer, and the financial hardship coping with cancer can bring.

Ali Sanders, head of brand at Macmillan Cancer Support, said: "In the current climate, it is more important than ever for us to reach people. Many already know us for the medical support offered by our nurses, but not enough know about the financial, practical and emotional support we also provide."

The advert shows everyday objects such as a football and a clock with the word 'cancer' on them to show that cancer is always present for the person living with the disease. The strapline reads: "Some days it's not all about cancer. It's about life."

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