1. MACMILLAN Source and force Macmillan Cancer Support used to be best known for Macmillan
nurses – providing a fantastic service to people with cancer, but
CANCER SUPPORT: often misperceived as ‘angels of death’. With 1.2 million people in
NEW FORCE 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
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
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.
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