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VCCP’s new campaign for Macmillan shows that life with cancer is still life

06 June 2017

Based on the insight that 85% of people with cancer don’t want to be defined by the disease, Macmillan’s new campaign Life with Cancer explores what ordinary life looks like when you’re living with a cancer diagnosis.

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Created by VCCP, Directed by Jim Gilchrist through Outsider and Edited by Cut + Run’s Ben Campbell, the campaign focuses on a positive message: Life with Cancer is still life.

The campaign, created by VCCP, signifies a shift from Not Alone, Macmillan’s previous campaign. Though it doesn’t shy away from the physical and emotional struggles, the spots focus on one important, positive message: life with cancer is still life. It’s a campaign about hope – about the moments where your life is just your life, and not your life with cancer.

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Running across print, OOH, radio and TV and a social campaign that builds across the year, Life with Cancer reflects new insights from people living with cancer, who say spending time with their friends and family can help them feel ‘normal’ when they are going through treatment. The various executions show a series of important relationships and how these don’t have to change just because you have cancer.

Lynda Thomas, Chief Executive of Macmillan, commented:

"At Macmillan, we know cancer can affect everything: your body, your relationships, your finances; we also know life doesn't stop just because you've been diagnosed. With Life with Cancer, VCCP has succeeded in capturing the kaleidoscope of emotions someone with a cancer diagnosis can go through. It reflects what many people with cancer are telling us – they don’t want to be defined by their disease. We hope people see the adverts and know that support is available from Macmillan."

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Matt Lever, VCCP’s Deputy ECD, added:

"We're really proud of this campaign and hope that it'll challenge peoples' perceptions of what life with cancer's really like, while shining a light on the invaluable role Macmillan play in helping people affected by cancer to live a normal life".

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The campaign launches today - 30th May - across ITV, Channel 4 and Sky and follows four years of the charity’s award-winning Not Alone campaign, which draws to a close this month.