Macmillan Cancer Support

People Living With Cancer

The Challenge

Increase levels of awareness and engagement of services for People Living with Cancer (PLWC), in healthcare environments.

To target audiences of those undergoing cancer treatment or assisting someone they know with treatment.

Targeting these audiences in regions current under-served by Macmillan’s usual activity, in appropriate venues.

Target areas:

Glasgow City
Milton Keynes
North Yorkshire
West Sussex
West Yorkshire

Campaign duration: 12 weeks

The Strategy

Research postcodes in the target areas that have the highest saturation of NHS and Private Medical Surgeries. Each list is then sent to Macmillan for approval before distribution. Campaigns such as this do need a 4-6 week lead time for research and construction.

Throughout these regions we develop distribution runs from the venues where drivers display a bespoke Macmillan Holder, 1/3 A4 PLWC leaflet and a Macmillan poster.

64 leaflets, 1 poster and a Macmillan bespoke holder for each site.

Due to the nature of the venues involved distributors will speak to surgery managers and receptionists direct to find the best position to display Macmillan information (without hindering any other medical displays in the surgery).

Return to venues 6 weeks into the campaign to top-up quantities and ascertain indicators on pick-up levels for the 6 week period (this service is charged).

The Results

PLWC campaign is now on Q4 – throughout Q1-Q3 we have seen a strong pick-up rate throughout.

420 venues visited on average per campaign with print and posters placed in waiting rooms of each.

All lists and reporting sent to Macmillan post campaign including photo feedback.