“The cave you fear to enter holds
the treasure you seek.” 

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about fear and transformation.

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Macmillan

Reclaiming life back from cancer

We became a completely different organisation, with a much more dynamic and can-do attitude.
— Hilary Cross, Director of External Affairs

London 2013

I was the lead strategist for this project at Wolff Olins.

Ambition
Macmillan’s mission is to reach and improve the lives of everyone living with cancer, and to inspire millions of others to do the same. 

Action
We worked with the senior leadership team of the cancer charity Macmillan to evolve their brand to build deeper relationships with new audiences – particularly young women. 

Brand Vision + Values
Content strategy + Training Workshops

Impact
In 2013, they raised £186.9 million from supporters, £34.1 million more than in 2012. Their nurses gave face-to-face support to more than 526,000 people.
 


Key learnings

Focus on real people
Speak in the way we speak everyday. Focus on common situations and scenarios.

Think beyond image
A new brand expression isn’t enough. Create new products and initiatives that act as proof points for your new vision. 

Get everyone in the same room
Bring together the senior leaders of all your major functions – support, fundraising and brand – to arrive at a shared solution.