AMV BBDO positions Macmillan Cancer Support as compassionate warriors in new 'Whatever it Takes' campaign The campaign will run on TV, digital, social and radio and is spearheaded by … read morea film entitled 'Tender yet Tough' that breaks in Saturday night’s episode of The Voice. The new direction shines a fresh light on Macmillan’s role as a crucial player in the battle to secure and deliver the best care and support for people living with cancer. As many as 50,000 people in the United Kingdom are missing a cancer diagnosis, because of the disruption caused by Covid-19, according to Macmillan, a number which could double by this time next year if cancer referrals and screening do not catch up. This would leave 100,000 people at risk of being diagnosed late and having a lower chance of survival. The ‘Forgotten C’ means Macmillan’s services are more vital than ever. Every aspect of the campaign will include a call for donations as these represent 98% of the charity’s funding which has been severely hit during the pandemic. AMV research revealed that people are more likely to support and donate to charities that are seen as dynamic and effective and this was a key step in the campaign’s development. The caring side of Macmillan professionals is widely known but the tougher more tenacious side is less readily recognised, yet it’s this combination which is so powerful and unique. The new campaign portrays Macmillan staff as compassionate warriors who do whatever it takes to support those who face the daily challenges and triumphs of living with cancer. Their grit, skill, ingenuity, humour and tenderness shine through in the work. The launch film was directed by Jonathan Alric, best known for his ‘The Blaze’ music videos and was produced during the second lockdown. Music is Spring 1 by acclaimed artist Max Richter.
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