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‘It’s about life’ Macmillan’s Autumn 2008 awareness campaign

‘It’s about life’ Macmillan’s Autumn 2008 awareness campaign. What is the aim?. To contribute to Macmillan’s ambition to reach and improve the lives of everyone living with cancer by 2010 To continue to build awareness of the Macmillan brand Secondary

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‘It’s about life’ Macmillan’s Autumn 2008 awareness campaign

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  1. ‘It’s about life’Macmillan’s Autumn 2008awareness campaign

  2. What is the aim? • To contribute to Macmillan’s ambition to reach and improve the lives of everyone living with cancer by 2010 • To continue to build awareness of the Macmillan brand • Secondary • To reach those most in need (identified through customer research) • To integrate the campaign with other activities in order to increase fundraising opportunities • To get as many people as possible involved in the campaign

  3. Themes for the campaign • Focus on financial hardship and isolation • Key issues faced by people living with cancer • Macmillan has excellent services to support them • They are relevant issues for large number of people living with cancer • This campaign aims to reach: • Primary – people living with cancer • Secondary – people affected by cancer

  4. Advertising

  5. Television • It focuses on reflecting people’s experience of cancer • It encourages people to turn to Macmillan for support • It puts Macmillan firmly within the everyday world of people living with cancer (not just in a medical environment) • The creative concept was tested with people living with cancer – with very positive results

  6. Press advertising – financial hardshipAppearing in national newspapers

  7. Press advertising – isolationAppearing in consumer magazines

  8. Press – advertising free booklets • Small ads to promote two Macmillan bookletsHelp with the cost of cancer and How are you feeling? • These small ads are designed to get a direct response from people who need Macmillan’s help • Extend coverage at low cost

  9. Online advertising • Banner adverts – on sites such as AOL, MSN, Yahoo, The Mirror and The Sun • Online advertorials – includes a case study of Suzie France who is the star of the direct response TV advert (part of the integrated fundraising campaign) talking about her experience of isolation on sites such as Saga, 50 connect, Zylom and Netdoctor

  10. Outdoor • Limited activity – not cost effective advertising for reaching our audiences • A few sites at Macmillan offices and around media hubs to help Macmillan’s Media and PR team sell in related stories to the press • Free space on billboards and bus shelters across the UK, kindly donated by JCDecaux

  11. Integrating the campaign with activity across Macmillan

  12. An integrated campaign • Teams across Macmillan are working together to pick up on opportunities • Fundraising: Recruiting new supporters through various channels. Focusing on isolation and the emotional effects of living with cancer, incorporating a real life case study – ‘Suzie’ who had breast cancer and now has secondary cancer • Campaigning: focusing heavily on related financial campaign messages, such as fuel poverty • Media & PR: Seeking coverage for stories about isolation and financial hardship • Website: Updating content on the website to support people coping with isolation or financial hardship

  13. A Fundraising communication Featuring Suzie France and her Macmillan nurse, Carole

  14. Getting involved in the campaign

  15. What you can do to support the campaign • Tell everyone about the campaign • Help spread the word by taking these actions and encouraging others to do so • View the TV ad and pass the link on to others • Download online ads and get them posted wherever possible • Download posters, print them off and put them up in your community • Download and send a letter to your local newspaper editor • Download the press ads to send to your local paper and ask for space • Download a presentation to use in your community • Visitmacmillan.org.uk/takeactionto find out more

  16. Evaluation

  17. Measuring success in many ways • Spontaneous and prompted awareness levels among public and people living with cancer via our bespoke brand tracking • Number of callers to helplines • Orders for publications • Visits to the website • Actions taken • Customer satisfaction of people who have used our services, including the website, via telephone research • To make sure we know what worked best, how and where to improve services and what to do in the next campaign

  18. Let us know what you think • Please send feedback to raisingawareness@macmillan.org.uk

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