What we achieved
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Strategy
Digital Strategy and Campaign Planning, Proposition and Messaging
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Creative
Approach and Concept Development
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Production
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.
Online brand campaign led by insight
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.
Aligning departments
This campaign is part of our wider strategy to boost engagement across multiple campaigns, including Find the Words with Macmillan and Whatever You Need.
The campaign launched in June 2022, so watch this space for the results!
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.