What was the partnership?
In 2016, Lloyds Bank began working with Macmillan Cancer Support to develop a cancer support service, providing customers affected by cancer with the practical help and support they needed to manage their finances. To promote the service, Lloyds Bank launched an integrated, multichannel brand campaign called By Your Side.
What did it do?
The eight-week campaign was established not only to promote the cancer support service and the partnership between Macmillan and Lloyds Bank, but also to raise awareness of the financial impact of cancer and encourage early intervention. Lloyds Bank funded and developed the campaign and Macmillan provided expertise in shaping the messaging for customers with cancer.
Creative running across TV, social media and press featured Tracy, a Lloyds Bank customer diagnosed with cancer, who benefited from the support of the cancer support service and Macmillan. A full response plan was put in place to ensure Macmillan and Lloyds could cope with a potential increase in calls and referrals during peak advertising periods.
Why did it win?
Calls to the cancer support service shot up by 250 per cent from an average of 14 to 49 a day. Awareness of the service among those living with cancer increased from 9 per cent to 24 per cent, and awareness of the partnership between Lloyds Bank and Macmillan increased from 13 per cent to 24 per cent. Positivity towards Lloyds Bank increased by 18 percentage points among those affected by cancer.
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