Macmillan campaign targets cancer care inequality

Macmillan Cancer Support has launched a national campaign to raise awareness of inequalities in cancer care, developed in partnership with AMV BBDO.

The campaign forms part of the charity’s Fair Cancer Care initiative, a year-long effort to address disparities linked to factors such as location, income, background, and communication barriers. It aims to increase understanding of these challenges while encouraging collective action from the public, partners, and healthcare professionals.

Campaign expands focus beyond nursing support

While previous work has centred on Macmillan nurses, the new campaign broadens its scope to highlight the full range of services offered by the organisation. It also aligns with ongoing efforts to improve access to care through partnerships with healthcare systems and community groups.

The campaign launched with primetime TV placements, supported by out-of-home, print, and social activity. It includes placements in high-traffic locations such as London Waterloo station and near The O2 Arena, as well as a debut during a broadcast linked to The Great British Bake Off for Stand Up To Cancer.

Lived experience shapes campaign narrative

At the centre of the campaign is a 60-second film featuring individuals with lived experience of cancer, alongside Macmillan professionals and actors portraying real-life scenarios. The narrative focuses on personal stories before shifting to highlight the role of support services in helping individuals regain a sense of control.

The film concludes with contributions from healthcare professionals, including a Boots Macmillan Information Pharmacist, and community partners, reinforcing the message that collective effort is required to improve cancer care.

Paul Campbell, CEO of Cancer Black Care: "This advert going out on national TV is special, but more than that, it matters because of what it represents. Representation matters. Real stories matter. I want to thank Macmillan Cancer Support for having the courage to tell real stories, not polished or perfect stories. Far too often, those stories go unheard - and for me, that takes bravery. Macmillan has created the space for voices like mine to be heard. I really hope this reaches the people who need it most, because I know first-hand what that kind of support means."

Collaboration ensures authentic representation

Macmillan and AMV BBDO worked with The Unmistakables and consulted with OUTpatients to ensure the campaign reflects a wide range of lived experiences.

Asad Dhunna, Founder and Chief Executive, The Unmistakables: "It's been wonderful to continue our partnership with Macmillan and ensure everything from the overarching narratives, through to the language used and the casting is authentic, relevant and credible across AV, OOH, Social, Radio and PR. This campaign will be seen in so many different ways given the diversity of the communities Macmillan is addressing, which will be reflective of the various insights we've uncovered throughout this process. Knowing that our works means that people will be and feel seen better by Macmillan and be more inclined to access the support available for them or their loved ones means the world to us and is at the heart of what we do at the Unmistakables."

Sonia Sudhakar, Chief Engagement Officer, Macmillan Cancer Support: "At Macmillan, we know cancer isn't fair, but cancer care should be. Our new 'Fair Cancer Care' campaign brings real stories to life, showing the challenges people face and the support available to them, whoever or wherever they are. It will take all of us to build Fair Cancer Care. This is a rallying call to everyone: whether you're living with cancer, supporting someone who is, or simply want to help - you can stand with us and play a part in making cancer care fairer for all."

Sam Williams, Strategy Partner, AMV BBDO: "When you get diagnosed with cancer your whole world is turned upside down. That news is hard enough, but your experience shouldn't be made worse because of who you are, where you live or how you identify. We wanted this campaign to bring to life the unfairness faced by those living with cancer who feel invisible and unheard in a system which isn't designed for their needs, whilst inspiring people to act. They say it takes a village to raise a family, but it takes all of us to fight for fairer cancer care."

Multichannel rollout drives awareness and engagement

The campaign runs across TV, social media, out-of-home, and press, aiming to increase awareness of Macmillan’s services while encouraging broader participation in efforts to address inequalities in cancer care.