Whatever It Takes

Agency: AMVBBDO - Macmillan Cancer Support - Zenith, Iconoclast, Stitch Editing, 750mph, MPC

During the pitch process, research we conducted showed people’s understanding of Macmillan was limited. They knew about their caring, gentle, compassionate side but were less familiar with their gritty, determined, never-back-down side. And critically, we learnt that those who see that complete picture are more likely to donate and donate more.

This led us to position Macmillan as “compassionate warriors''. After all, they play a crucial role in the fight to secure and deliver care to people with cancer. This led to the idea Macmillan do ‘Whatever it takes’. We won the account in November 2019.

When Covid-19 hit in March 2020, production was paused. Over the next few months, it became apparent cancer was becoming the “Forgotten C” and Macmillan’s services were more vital than ever. Because of the disruption, as many as 50,000 people in the United Kingdom are missing a cancer diagnosis. This number could double 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.

On top of this, 98% of the funding Macmillan receives is from the public. It had been severely hit during the pandemic