7 October 2009
Macmillan's new 'Good day' advert
British actress Helena Bonham Carter is helping Macmillan Cancer Support promote its new free phone service for people affected by cancer. The advertising campaign begins on 5 October and runs for two months.
The two million people now living with and beyond cancer in the UK can call Macmillan’s one new number, no matter what their question. Previously, callers had to use various numbers to access Macmillan’s many services, such as calling the nurse helpline to receive medical information or calling the benefits helpline to receive financial support.
Ali Sanders, Head of Brand at Macmillan Cancer Support says:
'This new service is a major milestone for Macmillan and will make a huge difference to people affected by cancer.
'When you are living with cancer, the difference between a good day and a bad day can often come down to really small things, such as getting answers on something you’re worrying about. All our existing phone lines have been combined into a free, one-stop phone service that delivers better, more in-depth and personalised support to people affected by cancer.'
A 40-second television advert will be aired on terrestrial and satellite channels and due to the success of last year’s advert, will once again use live action rather than Macmillan’s trademark silhouettes. It has been directed by John Selby from production company Upstart and Helena Bonham-Carter provides the voice over. Three shorter versions will also be shown on satellite channels only.
In the advert, people talk about the good days they experience because of Macmillan’s help. The call to action urges anyone affected by cancer to get in touch and ‘take the first step towards having more good days’.
Ali Sanders continues:
'Our ambition is to reach and improve the lives of everyone living with cancer. Advertising is an essential tool to get the new number out to as many people as possible and to make sure they know exactly who we are and what we do.'
Creative adverts with the slogan ‘Good Day?’ and ‘Bad Day?’ will appear in national newspapers and consumer magazines, with online banners appearing on sites such as AOL, Yahoo, MSN and Zylom.
Once again, Macmillan has teamed up with creative agency Arthur London to develop all elements of the campaign and PHD and i-level are handling the media buying, both off and online.
Outside advertising space across the UK has kindly been donated.
Audiences will be directed to the new phone line, 0808 808 00 00 or the new Macmillan Cancer Support website www.macmillan.org.uk
Access for the deaf and hard of hearing and for those whose first language is not English will be provided via access to a translation service that offers 200 languages.
For further information, please contact:
Tel: 020 7840 4689
Tel: 020 7840 4903
Notes to Editors
About Macmillan Cancer Support: Macmillan Cancer Support improves the lives of people affected by cancer, providing practical, medical, emotional and financial support. Working alongside people affected by cancer, Macmillan works to improve cancer care. One in three of us will get cancer. 2 million of us are living with and beyond cancer. If you are affected by cancer Macmillan can help.
If you’re living with cancer, the good days really matter. Macmillan is there to help you have more good days. For answers, support or just a chat, visit www.macmillan.org.uk or call Macmillan on 0808 808 00 00 - no matter what your question.
About Arthur: Arthur is a new London creative agency. A group of people who have got together to work with like-minded clients to build memorable and involving brands.
About PHD Group: PHD Group is part of Omnicom Media Group. In the UK, PHD Group comprises PHD (London), PHD North and Rocket, plus its Drum and International divisions. PHD is the UK’s most Pioneering Agency and a leading light in the 45 country strong global PHD Network.