Macmillan Cancer Support has unveiled its new multi-channel advertising campaign, ‘Whatever cancer throws your way, we’re right there with you’, which coincides with a refreshed brand identity that has been designed to help the charity resonate better with its supporters.
Replacing the previous ‘Life with Cancer’ campaign, the new brand strategy will grow understanding and awareness of the many ways the charity supports people at all the critical stages of their diagnosis, treatment and recovery, and help to ensure Macmillan is relevant to everyone it aims to support.
“At the heart of this new brand strategy is it’s much more than just the visual and verbal identity. It’s very much about how we position ourselves,” Macmillan’s director of brand, Kate Barker, tells Marketing Week.
“It’s very much an evolution rather than a revolution and the key focus of the work overall has been much more about the positioning and the messaging. We’ve simplified it, we have also modernised and freshened it slightly which is in response to understanding our supporters and how we can resonate with them.”
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