Macmillan Cancer Support: Making sure no one faces cancer alone, today or tomorrow

IPA Effectiveness Awards Case Study 2016


This paper tells the story of how Macmillan Cancer Support achieved record fundraising income at a new level of efficiency. The ‘Not Alone’ campaign helped Macmillan achieve £96.7m of additional income from fundraising alone, even before adding in the financial benefits of the improvement in Macmillan’s brand metrics and in its influence as an organisation. The profit ROMI was estimated to be about £2.40 for every £1 invested. ‘Not Alone’ also helped more people access Macmillan services, and informed corporate partnership and government policy. This was all achieved by launching a simple, striking and irrefutable idea that no one should face cancer alone, a thought which encouraged those living with cancer to get support, and others to give support.

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“ ‘Not Alone’ enabled us to achieve a new level of integration, not only in brand communications but also across fundraising, services and partnerships. These innovations involved working with teams across Macmillan, and helped us become better prepared for a future in which our support is delivered in more diverse, and often more indirect ways.”

Carly Wilson, Head of Brand Advertising and Campaign Integration
Macmillan Cancer Support

Winners 2016

Gold Winner

Title

Macmillan Cancer Support: Making sure no one faces cancer alone, today or tomorrow

Brand

Macmillan Cancer Support

Client

Macmillan Cancer Support

Agency

VCCP

Principal Authors

  • Andrew Perkins - VCCP

Contributing Authors

  • Henry Bilson - VCCP
  • Matt Butler - VCCP
  • Carly Wilson - Macmillan Cancer Support

Credited Companies

  • VCCP - Creative Agency
  • Macmillan Cancer Support - Brand/Client
  • VCCP - Creative Agency

I loved this case. With a clever insight and use of channels, it created a tremendous social impact as well as an increase in donations. Dame Dianne Thompson, Ex Camelot

Shortlist 2018

Gold Winner

Title

Macmillan Cancer Support: Making sure no one faces cancer alone, today or tomorrow

Brand

Macmillan Cancer Support

Client

Macmillan Cancer Support

Agency

VCCP

Principal Authors

  • Andrew Perkins - VCCP

Contributing Authors

  • Henry Bilson - VCCP
  • Matt Butler - VCCP
  • Carly Wilson - Macmillan Cancer Support

Credited Companies

  • VCCP - Creative Agency
  • Macmillan Cancer Support - Brand/Client
  • VCCP - Creative Agency

I loved this case. With a clever insight and use of channels, it created a tremendous social impact as well as an increase in donations. Dame Dianne Thompson, Ex Camelot

Macmillan Cancer Support: Making sure no one faces cancer alone, today or tomorrow

IPA Effectiveness Awards Case Study 2016


This paper tells the story of how Macmillan Cancer Support achieved record fundraising income at a new level of efficiency. The ‘Not Alone’ campaign helped Macmillan achieve £96.7m of additional income from fundraising alone, even before adding in the financial benefits of the improvement in Macmillan’s brand metrics and in its influence as an organisation. The profit ROMI was estimated to be about £2.40 for every £1 invested. ‘Not Alone’ also helped more people access Macmillan services, and informed corporate partnership and government policy. This was all achieved by launching a simple, striking and irrefutable idea that no one should face cancer alone, a thought which encouraged those living with cancer to get support, and others to give support.

Click to purchase this case study >