The first TV advertisement created by VCCP since it won the £10m account for Macmillan Cancer Support in spring of 2012 is now being aired.
Reflecting Macmillan’s new brand positioning ‘no one should face cancer alone’, the 30 and 60-second emotive adverts respond to the evaluation that one in four (or 70,000) people diagnosed with cancer in the UK will lack support from family or friends during their diagnosis and treatment.
The advert delivers this message by showing individuals ‘knocked sideways’ by their diagnosis and falling, only to be caught and cradled by people around them.
The imagery is powerful and emotive, at a time when the number of people living with cancer looks likely to double from two to four million by 2030.
This new Macmillan campaign is intended to increase donations to the charity by driving awareness of what it does.
The TV campaign will roll out into radio, online and PR activity.
VCCP’s other high-profile work includes the Compare the Market (comparethemeerkat) and Omega Pharma’s Jungle Formula campaign last summer.
It also handled the advertising for the Department of Health’s campaign to communicate sensible levels of alcohol consumption.