Digital Campaign of the Week: Macmillan Cancer Support

Ray Winstone and Peter Capaldi are among the famous men to describe their most cringe-worthy moments in a viral film to promote Cancertalk Week

Ray Winstone for Macmillan Cancer Support's Cancertalk Week campaign
Ray Winstone for Macmillan Cancer Support's Cancertalk Week campaign

What is it?

A viral in which male celebrities talk about their most embarrassing moments. The idea is to encourage other men to talk to the charity about their cancer concerns.

Macmillan's website also includes case studies and links to sources of advice among the online community.

Why target men?

Recent research by the charity found that one in three men would rather walk down the street naked or get their chests waxed than ask for help. And men are 40 per cent more likely to die from cancer than women, according to Macmillan.

"Men often feel they need to keep quiet about how they are really feeling," says Stuart Danskin, a senior nurse at Macmillan. "This can make dealing with their cancer even tougher, which is why we are urging them to get in touch."

How is it being promoted?

The charity used a seeding company to place the viral on sites popular with male readers, such as sports, entertainment and gadget websites. The Manchester United fan site Red Café is hosting the film.

The company guaranteed at least 41,000 hits. A spokeswoman for Macmillan said the film has surpassed that target.

The charity also targeted national newspaper websites with a PR campaign.

How much did it cost?


Third Sector's verdict

A fun way to get men to talk. One of the funniest contributions is from Peter Capaldi in character as The Thick of It spin doctor Malcom Tucker.


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