DEAR MACMILLAN Case Study

DEAR MACMILLAN CLIENT: CAMPAIGN DATE: PUBLICATION: CAMPAIGN ELEMENTS: MACMILLAN CANCER SUPPORT CAMPAIGN DATE: 2015 - 2016 PUBLICATION: The Sun CAMPAIGN ELEMENTS:

The IDEA NO-oNE SHOULD HAVE TO FACE CANCER ALONE …but, for many patients, that is exactly how they feel. Going through cancer is one of the biggest challenges a person can face, so it is only natural that patients and their families and friends should feel frightened about the road ahead. This is where Macmillan can help. It’s a common misperception that the charity only provides nurses, and we wanted to challenge this view. To do so we showed readers of The Sun – particularly those looking for advice about their own health, or the health of loved ones – exactly how Macmillan can support anyone facing cancer, so they do not feel alone.

THE EXECUTION For Macmillan we created the first ever brand partnership between Deidre and Macmillan. Every week we turned the Dear Deidre column Macmillan green, and featured regular questions from cancer patients among her letters – even taking over her infamous ‘photo casebook’ to share a particularly poignant cancer story. We also featured an ‘Angel of the Week’ – truly supportive people from across the nation, nominated by their friends and family. We also produced regular features with Deidre talking to Macmillan about the varied support they can offer to cancer patients, and produced ‘Lost for Words’: a film about how to talk to people diagnosed with cancer, as told by the patients themselves.  

The EXECUTION

The EXECUTION

GOLD: BEST USE OF NATIVE ADVERTISING, 2016 THE EXECUTION GOLD: BEST USE OF NATIVE ADVERTISING, 2016

“A joy to work WITH… the partnership exceeded all of our expectations – Carly Wilson, Head Of Brand Advertising And Campaign Integration, Macmillan  

This will now be used a blueprint for future work that we do.”   – Lauren Port, Media Director, PHD 

SAM HAMBURGER Method at News UK Sam.Hamburger@news.co.uk