FEATURE4 February 2014

Creative treatment

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Charities Features Impact Video

Carly Wilson of Macmillan Cancer Support tells Jane Bainbridge how research helped find the right tone for the charity’s ‘Not Alone’ ad campaign

When Macmillan Cancer Support wanted to create new advertising to build both awareness of, and donations for, its work, the creative execution required delicacy and diplomacy that is rarely needed for most brand advertising.