Macmillan Cancer Support
A MISSING PIECE OF THE CANCER PUZZLE
TVC / OOH / Press / Social / Digital display /DM / Web
"You have cancer."
362,000 people hear those terrifying words every year.
Patients retain just 10% of the information given at diagnosis and only 36% of patients engage Macmillan at this most crucial time. We needed to help Macmillan be there for 4 out of 5 newly diagnosed patients.
Information overload
There are many treatments and endless amounts of information, but patients struggle to make sense of it all. We wanted to position Macmillan as being able to offer this crucial support, from the very moment of diagnosis.
Other cancer charities use hard hitting shock tactics to attract attention. However, our audience was already in a heightened emotional state.
So, we developed a new empathetic illustrative style that recreated the maelstrom of emotions patients experience at diagnosis, and showed how Macmillan helps by creating ongoing programmes of tailored support. Delivered through a full 360 campaign for both consumers and HCPs.
Results
Uptake of Macmillan’s services at diagnosis rose by 48% year-on-year.
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+331% website conversions
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+19% online sign-ups
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+303% click-through rate on social
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-10% average cost per acquisition
Most importantly, over 15,000 people got the help they needed, right when they needed it.
Awards
Bronze
DMAs / Best Customer Acquisition
DMAs / Best Launch
Other work
