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ADVERTISING CAMPAIGNS

Macmillan Cancer Support ‘We are’

Agency: Joshua

Client: Macmillan Cancer Support

Leading cancer care charity Macmillan Cancer Support has launched a major two- month UK advertising campaign designed to promote key services across television, radio, print, online and outdoor media.

Designed by communications agency Joshua, the campaign aims to boost awareness of Macmillan's key information and support services to an estimated 1.2 million people living with cancer throughout the UK.

The campaign launches with a 30 second advert broadcasting for four weeks on Channel 4, ITV1, Channel Five, as well as other terrestrial and satellite channels.

Television adverts will showcase Macmillan's four information and support services with a voice-over by former Bond movie actress and Macmillan Ambassador, Sam Bond.

Known by most people for its specialist nursing staff, the campaign is designed to publicise and inform the public about its financial support, information centres, self help and support groups, and the Share discussion forum on its website.

Also scheduled as part of the campaign are three different radio commercials due to run on both regional and national radio stations from October 15 for six weeks.

Press advertising includes advertorials, full page colour adverts, and colour inserts in national newspapers and consumer titles from October 15 until midway through November.

Online adverts will appear on AOL, Virgin Media, Times Online, Telegraph.co.uk and Classic FM. A national billboard campaign also begins on October 8, which is boosted by distress space donated by JC Decaux.

Targeted principally at adults over 30 and particularly at women, the campaign is part of a wider on-going push by the charity to achieve its ambition of reaching and improving the lives of people living with cancer by cancer by 2010.
                                                                                      
Head of Brand at Macmillan Cancer Support, Tara Rehl, said: "This advertising is part of Macmillan's on-going work to provide support to the growing number of people affected by cancer.

“Many people already know us for our nurses, however our other work is less well known. To fulfil our ambition to reach out to and improve the lives of everyone living with cancer by 2010, we need to make sure people know who we are what support we can provide.

“This campaign aims to make it clear what services we offer and how we can help."

 Audiences will also be directed to the Macmillan's website, macmillan.org.uk

AJR
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