Digital Strategy and Campaign Planning, Proposition and Messaging
Approach and Concept Development
Video Production, Messaging, Digital and Social Assets
Cancer can affect every aspect of your life. So much more than your health, it can affect your family, your job and even your ability to pay the bills. As a result, Macmillan believes everyone must have the support that’s right for them and their individual needs.
This is the idea behind Macmillan‘s latest brand campaign, Whatever It Takes, developed by lead agency AMV BBDO. Working closely with Macmillan, we built on this overarching concept to activate the campaign online.
Crucially, supporters often have different individual motivations for supporting Macmillan and the cancer cause. As a result, our concept harnesses these audience motivations by connecting them to real stories.
We produced a series of short, social-first videos to bring these stories to life. Each one celebrates the surprising (and often untold) ways Macmillan professionals and volunteers go above-and-beyond.
For example, one 20-second film shows the steps one professional takes to organise a wedding for a bride and groom affected by cancer. Another reunites a passionate drummer with his beloved kit in hospital.
Raw London has done a fantastic job in distilling down a wealth of insights to create emotionally engaging social content with high production values, that we believe will resonate with our different target audiences.