Macmillan Cancer Support
2006
Source and force
Macmillan Cancer Support used to be best known for Macmillan nurses – providing a fantastic service to people with cancer, but often misperceived as ‘angels of death’. With 1.2 million people in the UK living with cancer, Macmillan needed a much broader role. It’s now become a source of support for anyone affected by cancer, and a force for change in cancer care.
Into daily lives
Wolff Olins helped Macmillan define and take on this new role: imagining the organisation’s future, clarifying its ambition, changing its name (‘cancer relief’ to ‘cancer support’), developing a brand idea and personality – and creating a radical new brand expression. The aim is to make Macmillan resonate in our daily lives – in schools, workplaces and on the high street – and to remove the fear of talking about cancer.
Doing more
In 2006, its first year, the new Macmillan attracted 27% more supporters. 21% more people sought and received help. 80% more schools signed up for Cancertalk Week. Perhaps most importantly for the future, Macmillan Cancer Support’s Peter Cardy said that the brand programme ‘has transformed Macmillan into an organisation that is no longer frightened of change’. In 2008 Macmillan merged with cancer information charity Cancerbackup, increasing its resources. Since the new brand launch Macmillan has consistently broken its income record, reaching £120 million in 2008.
