Millions of people are affected by cancer. There are over 200 different types, each with its own particular implications and treatment. A diagnosis can be debilitating for sufferers impacting their lives in a multitude of ways. It can feel out of control, lonely and incredibly worrying. Not to mention the effect it has on family, friends and colleagues too.
Macmillan’s ethos is all about supporting those affected by cancer and ensuring that no one faces cancer alone. The charity’s journey began in 1911 when a young man called Douglas Macmillan watched his father suffer and succumb to the disease and was inspired to found the ‘Society for the Prevention and Relief of Cancer’. Douglas wanted all people with cancer to have access to information and advice, patients to have access to homes at little or no cost, as well as voluntary nurses to attend to patients in their own homes. It’s a legacy that lives on in how the charity has evolved to this day. Macmillan is still a source of support for people living with cancer today, but it is also a driving force behind the campaign to improve cancer care working with governments to shape policies and actively create real change in demanding the absolute best in cancer care.
There are 2.5m people living with cancer in the UK today and as healthcare improves and people live longer with the disease, the number is set to grow to 4m by 2030. With Macmillan’s sole ambition supporting the needs of these cancer sufferers and those affected by cancer across the country, it means that they have to find meaningful ways to spread the word en masse about the support and services they offer, as well as raise awareness with altruistic donors.
Rowlands has 525 Pharmacies across England, Scotland and Wales where Macmillan will be distributing branded Pharmacy Bags directly into the hands of the local communities that rely on their services. An environment like this is the perfect way to create a memorable message as people in a pharmacy are likely to have their minds on health. Advertising on Pharmacy Bags also means that the message is hand delivered to consumers by the pharmacist, known to be one of the most trusted health professionals in the industry. It is all about delivery and a message that is delivered whilst consumers are involved in a relevant activity is 65% more memorable. Because of the nature of a pharmacy as a healthcare environment, people are naturally inclined to read the messaging on the pharmacy bag as they have been handed medication which always comes with instructions. 60% of the pharmacy bags are taken home too where medication is often kept in the bag and reused. All this simply reiterates the message and in an environment where consumers are likely to have access online or the time to pick up the phone whether it’s to take up the support on offer or make a donation to the cause. This is simple yet extremely effective ambient advertising that disrupts the everyday journey of consumers at exactly the point that health is front of mind.
The campaign was planned and booked by fourMSA.