Promoting a helpline to people affected by cancer


As Macmillan spent more of its advertising budget on raising money, services like the Macmillan Support Line were being used by fewer people than expected.

The helpline needed to be promoted to people and families affected by cancer  – no matter their age, race, location – so that people didn’t face cancer alone (their brand campaign).

What we did

We conceived, wrote and art directed a television ad with a one clear call to action: call the Macmillan Support Line. We built our thinking on the brand and advertising campaigns around not facing cancer alone.

Our ad is filmed in the actual Macmillan call centre, with real advisors, and the real worries and concerns the team answers every day. It’s human, warm, inviting and speaks to people who are sat at home wondering where to go for cancer support.

The results

While the ad was on air, Macmillan saw a 24% uplift in calls to their Support Line, which is a huge increase in the number of people getting the help they desperately need.