Macmillan Cancer Support does ‘Whatever It Takes’ in emotional new campaign

By on Tuesday, January 12, 2021

In partnership with AMV BBDO, Macmillan Cancer Support showcases a tough, compassionate side to their staff in a campaign aimed at raising funds during the Covid-19 pandemic.

Accompanied by Mac Richter’s Spring 1, the ad tells a series of stories of Macmillan staff helping out in key moments of the patient’s battle with cancer. Whether it’s setting up zoom calls for families unable to visit loved ones or showing a little girl that her fathers scar is nothing to be afraid of – the health workers remain positive, determined and caring despite all the challenges they face on a daily basis.

According to studies conducted on behalf of Macmillan, as many as 50,000 people in the United Kingdom are missing a cancer diagnosis due to the disruption caused by Covid-19.A number which could double by this time next year if cancer referrals and screening do not catch up.

Michael Pring, deputy chairman and CMO at AMV BBDO commented: “We have high hopes that sharing the true spirit, grit and empathy of Macmillan professionals in this way will motivate millions of people to seek the support they need and to donate whatever they can, because unfortunately cancer does not go on hold during a pandemic.”

The work was created by Benjamin Polkinghorne and Scott Kelly, and directed by Iconoclast’s Jonathan Alric

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