New Macmillan Brand Message launched

Marketing Week wrote this morning (Aug 15th) that

Macmillan Cancer Support is launching a three month brand campaign to get the public to reappraise the charity’s role and range of services. 

The organisation says it wants people to realise that it is about more than nursing and end of life care, and offers support at “every stage of their cancer journey” such as advice on financial help, nursing care and an online community for sufferers and their friends and families.

The “Every step of the way” campaign launches today (15 August) and will run until the end of October across TV, press, outdoor, DM and digital.

It will replaces the “Good Day Bad Day” brand activity that the brand has run since 2009.

Carly Burton, brand manager at Macmillan, says that the “every step” campaign has been designed so that the charity can “integrate communications at a deeper level” and help communicate it’s practical, medical and emotional support services in an “issue led” way.

She adds that the charity has previously targeted people living with cancer but that it now wants to broaden its messaging to help a wider audience understand the importance of its services. Macmillan is also preparing to relaunch its online community in September to better service its users.

by Rosie Baker, Marketing Week, Aug 15th 2011

Having looked at the piece this morning I think it’s possibly one of my least favourite Macmillan pieces in a number of years. I know it is doing a different job to the previous campaigns, but it doesn’t feel to me very real, it feels a bit actory/vo’d and I think it lacks the passion and sincerity of some of their previous work.

What do you think?

2 thoughts on “New Macmillan Brand Message launched

  1. I agree Conor. The reason it doesn’t feel real (in my opinion) is that fact that there’s absolutely no connection between the implied beneficiaries and the audience – how can there be when nearly the entire film is focussed on the beneficiaries’ legs?

    Having the beneficiary look straight down the camera and talking to the audience would have been far more emotionally impactful.

    • Thanks for the comment Rachael, I think you have hit the nail on the head when you say there is no connection at all.

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