Macmillan Cancer Support: Whatever You Need

One in two of us will get cancer. Which means one in two will need practical guidance and information following a cancer diagnosis across a variety of issues and topics. In the new 'Whatever you need' campaign, created in partnership with AMV BBDO, Macmillan Cancer Support will focus on raising awareness of how to get support for any issue through its services. In this next chapter of the 2021 'Whatever it takes' brand platform, the work champions the incredible services that Macmillan provides to support people living with cancer when they need it the most. The new advert brings to life the endless questions that can come with a diagnosis - such as “can I still date?”, “what if I get pregnant?” and “can I sunbathe?”- to highlight that, whether it be about cancer in general, work, money or life, support is available seven days a week via Macmillan’s Support line, as well as peer-to-peer support via the charity’s Online Community. The new strategy not only aims to drive access to the charity’s support services, but also enables Macmillan to shine a light on the often-unseen areas of the organisation and the incredible people who are on hand to support people living with cancer every day. Extensive research revealed that there are several interconnected barriers that stop people with cancer from accessing support. These include people feeling too proud to reach out for support, people believing that their problems are not relevant for a big charity like Macmillan and a lack of understanding about the breadth of support available. The campaign is designed to break down these barriers and show that no question is too big or too small, too trivial, or too personal - if it’s important to them, it’s important to Macmillan, and it will do Whatever It Takes to help. Directed by BAFTA and Sundance Festival nominee and BFI winner, Charlotte Regan, and created by AMV BBDO’s Michael Jones and Thomas Hazledine, the film features people from all walks of life confronting the rollercoaster of often overwhelming questions that follow a cancer diagnosis. The TV spot ends with the reassurance from Macmillan: ‘Whatever you need to ask, we’re here’.