Multi-platform research

Insight and analysis into the roles of multi-platform newsbrands in delivering effective advertising.

Macmillan Cancer Support - If nobody speaks of remarkable things...

Macmillan Cancer Support teamed up with The Sun to raise levels of education and understanding about its services, reaching those directly in need as well as a mass audience.

With a focus on engaging the right people in the right environment with the right message, via a series of longer-form stories, Macmillan and PHD joined forces with News UK to get people talking about cancer and the help on offer.

The first ever brand partnership with The Sun's 'Dear Deidre' provided the perfect contextual placement for direct communication with readers, with a cancer-related letter featuring every Monday on a rebranded 'Dear Deidre' page.

The Monday takeover also saw the topic4today populated with Macmillan content and an 'Angel of the Week' feature showcasing the work of Macmillan staff and individual carers – nominated by Sun readers and chosen by Deidre.

Monthly full page advertorials created by The Sun using Macmillan case studies, an online hub of content and an 'always on' advertising approach, ensured that the breadth of Macmillan's message was heard.

 Key findings

Research with readers of The Sun showed that:

  • Those with family or friends affected by cancer are now 29% more likely to spontaneously mention Macmillan than before the campaign ran
  • Amongst those diagnosed with cancer, there has been a 15% increase in the proportion of people confident in their knowledge of Macmillan
  • There has been a nearly threefold increase in the amount of people who said they had phoned the Macmillan cancer support line

We're really pleased to be working with The Sun and Dear Deidre in order to reach people living with and affected by cancer. This partnership allows us to explain our service and offer support to people who need it so they know Macmillan is here and they don't have to face cancer alone.

Maria Litras, brand manager, Macmillan

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