The challenge
Following a period of change and scrutiny, Macmillan Cancer Support needed to make its messaging work harder for them – helping people understand what they do, why it matters and what makes them distinct. And compelling a range of audiences to use and support the charity.
Our approach
We undertook a thorough review of Macmillan’s messaging to ensure it communicates their purpose, and positions Macmillan as a credible, well-run charity.
We then tailored their messaging to their key audiences to ensure it aligns with their priorities and resonates with them directly.
To achieve this, we ran a series of in-depth focus groups and insight calls with their priority audiences – including people living with cancer, community partners, healthcare professionals and volunteers and supporters – to listen to their values, needs and experiences and test our new messaging.
The outcome was a clear messaging toolkit for the Macmillan team to use – that shifted, simplified and strengthened their messaging to form the foundations of how the charity communicates.
The impact
The messaging refresh is helping the charity – and its comms team – explain what they do and why their support matters, and help cut through an increasingly noisy and complex landscape, ensuring the right messages reach the right people.
Laura Walter, Senior Campaigns Manager at Macmillan said: “Stand helped us to turn pages of complex strategy messaging into a clear and compelling narrative. They were collaborative, open and supported us to think differently. Their expertise will help us more effectively communicate what we do, and why it matters, to those with cancer and our supporters, so we can reach and support even more people around the UK.”
