VCCP’s new campaign for Macmillan shows that life with cancer is still life.

Based on the insight that 85% of people with cancer don’t want to be defined by the disease, Macmillan’s new campaign “Life with Cancer” explores what ordinary life looks like when you’re living with a cancer diagnosis. 

The package of spots directed by Jim Gilchrist of production house Outsider for cancer-aid charity organization Macmillan includes “Dad” which shows us a man reading a bedtime story to his daughter. We are then taken from this slice of life to glimpses of what the Dad is dealing with day to day–coping with cancer, undergoing treatment and the emotional impact of his journey. The spot then returns to the bedtime story, a moment when his life is just his life and not his life with cancer.

Running across print, OOH, radio and TV and a social campaign that builds across the year, “Life with Cancer” reflects new insights from people living with cancer, who say spending time with their friends and family can help them feel ‘normal’ when they are going through treatment. The various executions show a series of important relationships and how these don’t have to change just because you have cancer. 

Lynda Thomas, chief executive of Macmillan, commented: “At Macmillan, we know cancer can affect everything: your body, your relationships, your finances; we also know life doesn’t stop just because you’ve been diagnosed. With Life with Cancer, VCCP has succeeded in capturing the kaleidoscope of emotions someone with a cancer diagnosis can go through. It reflects what many people with cancer are telling us – they don’t want to be defined by their disease. We hope people see the adverts and know that support is available from Macmillan.”

Matt Lever, VCCP’s deputy executive creative director, added: “We’re really proud of this campaign and hope that it’ll challenge peoples’ perceptions of what life with cancer’s really like, while shining a light on the invaluable role Macmillan plays in helping people affected by cancer to live a normal life.”

The campaign launches today (5/30) across ITV, Channel 4 and Sky in the U.K.

Credits

Client Macmillan Agency VCCP London Matt Lever, deputy executive creative director; Colin McKean, art director/copywriter; Andrew Perkins, Jenny Nichols, planners; Helen Brownie, executive producer. Production Outsider Jim Gilchrist, director; Tex Travi, exec producer; Daniel Landin, DP. Postproduction MPC Jean Clement, colorist; Paul Wilmot, Lisa Vaughan, postproduction. Audio Post Wave Parv Thind, mixer. Editorial Cut+Run Ben Campbell, editor.

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