Fundraising News: Macmillan Cancer Relief ad highlights the cost of being ill

Macmillan Cancer Relief's first direct response television advertisement highlighting the financial effects of cancer will be premiered on Five between Christmas and the New Year.

The ad marks the start of the second phase of the charity's Better Deal campaign, which urges the Government to make it easier for cancer patients to claim benefits (Third Sector, 10 November).

The 30-second film, by Bruce Dunlop Associates, uses vignettes to illustrate how much cancer costs patients and their families. A mother, who lost her job as a result of having cancer, is shown trying to feed her family on a low income while a husband travels to visit his sick wife in a hospice.

A large coin slot appears on a fridge, followed by a car, to show how each area of life needs to be fed cash. The ad ends by asking viewers to pledge £3 a month.

Five has donated the cost of the ad slots but the charity must pay for space on satellite channels in the first two weeks of January.

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