Macmillan unveils major new brand strategy and campaign

Macmillan’s brand mission has for many years been to connect the charity’s services with the people who need them. It is estimated that by 2030, around 4 million people in the UK are expected to be living with cancer, many of whom will need support.

Macmillan Cancer Support has revealed its new brand identity, with a fresh campaign launching across multiple platforms, and throughout social media, as well as being integrated into the charity’s marketing and fundraising.  

 It’s the need for growth that has driven the new campaign. Macmillan’s director of brand Kate Barker says, “We will be bolder about expressing our dissatisfaction at the havoc cancer can wreak in people’s lives, and clearer about the ways we can help. Not enough people with cancer are aware of all the ways we can support them.”

 ‘Right there with you’ will replace 2017’s ‘Life with cancer’ campaign, both the work of advertising agency VCCP, who, in partnership with agency Dragon Rouge, worked to deliver a clear brand purpose for the charity: ‘To help everyone with cancer live life as fully as they can.’ Executive director at Dragon Rouge London, Ant Cox, says, “Through our partnership, we’ve seen the impressive breadth and impact of the support they deliver, and together we’ve developed a new approach to the brand that’s designed to make sure their impact - and indeed the support for their vital cause - grows.”

 Macmillan is no stranger to successful brand strategies. It was awarded ‘Brand of the Year’ by the Marketing Society in 2014 and shortlisted for the same prize the following year. YouGov named it the top charity brand four years running, from 2013-2016.

 Macmillan is clearly building on its reputation of branding excellence to shine a fresh light on the brutality of living with cancer in this bold new campaign.

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