Macmillan and Emmerdale: Coming together to support people living with cancer

Macmillan is one of Britain’s most loved charities and together with the much-loved British soap, Emmerdale, we brought to life the storyline of Cain Dingle’s prostate cancer experience. The partnership aimed to help raise awareness of the diagnosis, and the vital support and services Macmillan has to offer to millions of viewers who may be navigating their own cancer diagnosis, treatment and life beyond.  

More than a moment in the spotlight, this collaboration provided a meaningful opportunity to show how Macmillan is here to support people every step of the way -  with practical, emotional, and clinical help throughout a cancer experience. 

By working with Emmerdale, a programme so ingrained in British culture, and trusted by audiences for generations, we shone a spotlight on Macmillan’s services and offers of support available to people living with and affected by cancer.  

What made this partnership special was how many elements worked together at the same time. Across several key episodes, viewers saw Macmillan featured directly within the show through Macmillan key brand items including information resources, promotional posters and lanyards on healthcare professionals. Straight after, the message continued through to bespoke TV ads in prime placements and amplified further with social media content, which featured Macmillan Storytellers Denys and Errol, - all sharing the same theme and encouraged people to reach out for support to our services. When everything landed on the same day, multiple times across the 3 months, it created a powerful moment for people watching at home. 

To make sure viewers could receive support straight away, Macmillan extended our Support Line hours on these key dates. So, when the TV ad encouraged people to call, our team were ready to help immediately. 

This partnership wasn't just a first - it was one of the most ambitious, multi‑layered campaigns we’ve ever done.

We’re also working with groups like the Farming Community Network (FCN) to understand the realities of rural life and make sure support reaches people who might otherwise miss out.

This partnership helps us encourage people to seek help sooner, with tailored support created with and for rural communities, and bring services closer to where people live and work.

Together, we’re building a stronger bridge between Macmillan and farming communities so more people get the support they need, when they need it. Read more about our partnership with the Farming Community Network.

With almost 3.5 million people living with cancer in the UK, we know Cain’s story will resonate with many Emmerdale viewers. Macmillan is here to help everyone living with cancer. 

From trusted cancer information to help you understand a diagnosis, to the Macmillan Support Line and Online Community when you need someone to talk to, find out about the different ways we can help anyone who sees themselves in Cain’s story. 

Support from Macmillan