This campaign addresses the tough questions you may need to ask about cancer

Latest work for AMV BBDO for Macmillan Cancer Support aims to encourage people to seek support

Published On
Apr 20, 2022

Editor's Pick

A new campaign from U.K. cancer charity Macmillan Cancer Support shines a light on the difficult questions that people need to ask when being diagnosed with cancer.

The spot, by AMV BBDO, sees a cast of different characters wondering “Can I still date?” and “What if I get pregnant?” as well as “Can I sunbathe?” and how on earth they're going to tell their family. It's sensitively directed by Charlotte Regan of Knucklehead, Ad Age's Director to Watch of 2020.

The spot ends with the line: "Whatever you need to ask, we're here."

The charity aims to show that no question is too big or too small, too trivial, or too personal for people to ask, after research revealed some barriers that stop people with cancer from accessing support. These include people feeling too proud to reach out for help, people believing that their problems are not relevant for a big charity like Macmillan and a lack of understanding about the breadth of support available.

“Sadly there are around three million people living with cancer in the U.K., which means millions of lives turned upside down," said Anthony Newman, brand and marketing director at Macmillan Cancer Support, in a statement. "Cancer is personal and can impact people's lives in a variety of ways—their relationships, their bodies, how they are feeling, their finances and more. And right now may feel like a scarier time than ever to be diagnosed. So, our new ‘Whatever you Need’ campaign is designed to show people that Macmillan is here for them, no matter how big or small their questions and raise awareness of all our brilliant services and the support we can offer.”



Apr 20, 2022
Client :
Macmillan Cancer Support
Agency :
Client :
Anthony Newman
Client :
Eleanor Howard
Client :
Ian Jackson
Client :
Vicki Sarratt
Nicholas Hulley
Nadja Lossgott
Creative Director :
Michael Jones
Creative Director :
Thomas Hazledine
Agency Planning Team :
Sam Williams
Agency Planning Team :
Tom White
Agency Account Team :
Alex Bird
Agency Account Team :
Charlotte Oram
Agency Account Team :
Rachel Dymond
Agency Account Team :
Dan Sanderson
Agency Producer :
Ellie Gibb
Agency Producer :
Louisa Frost
Media Agency :
Media Team :
Ingrid Leddin
Media Team :
Tim Payne
Media Team :
Jade Holmes
Production Company :
Director :
Charlotte Regan
Photographer :
Sue Parkhill
Production Co.:Producer :
Francis Mildmay-White
Christopher Sabogal
Casting :
Anna McAuley
Edit :
Marshall Street Editors
Edit :
Owen O’Sullivan
Post-Production :
Time Based Arts
Sound Studio :

Need a credit fix? Contact the Creativity Editors

Project Type