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.”