The Brief
In the shadow of Covid, Cancer and the support that Macmillan offer had fallen off the agenda. We were tasked to highlight the differing, holistic needs of people living with cancer and surprise people with the breadth of personalised care offered by Macmillan Cancer Support.
Multi-Platform Campaign Execution
The campaign centred around a two series documentary series, Super Surgeons: A Chance at Life, which aired on Channel 4 from July 18, 2022.
Branded Sponsorship Idents (5”, 10”, 15”) aired around the series, demonstrating how Macmillan supports people in unique and unexpected ways.
Four Short Films showcased real-life stories of individuals supported by Macmillan’s services, including:
A deaf person navigating cancer with the help of a British Sign Language interpreter.
A Macmillan specialist nurse traveling by land and sea to remote areas like the Outer Hebrides, where oncologists are unavailable.
Digital & Social Activation: A suite of online and social assets was developed to drive viewers to watch the short films, including:
Instagram, Facebook, and Twitter posts & stories.
YouTube mastheads & in-stream ads.
All 4 platform integration, including a programme skin and Ad Pause sponsorship.
Results
Average consolidated viewing figures over 1 million (C4’s second biggest 10pm launch of 2022)
86% rated the series positively
Macmillan was the 4th most talked about brand in the UK and the most talked about charity
Hit KPIs against buzz, brand understanding and broad offering
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