It’s hardest to make a brave new change in direction when everything appears to be running along nicely. But that’s exactly what Macmillan Cancer Support did.
When ‘good’ might have been seen as good enough, we took a shot at greatness because when your business concerns matters of life and death, you can never stand still.
And when circumstances out of our control came around the corner, we were rewarded for that bravery.
When Covid-19 hit in March 2020, Macmillan was dealt a catastrophic blow. 98% of their income comes from public donations.
And while everyone was focused on Covid, Cancer was becoming the “Forgotten C” Macmillan’s services were more vital than ever, but our resources were running perilously low. Because of the disruption, as many as 50,000 people in the United Kingdom were missing a cancer diagnosis. This number could double if cancer referrals and screening do not catch up. This would leave 100,000 people at risk of being diagnosed late and having a lower chance of survival.
But our new brand positioning has...
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