Macmillan, the cancer support charity, has altered its marketing strategy by creating an original branded documentary series for Channel 4.
Ditching its commonplace TV spot strategy, the charity has collaborated with Wonderhood Studios to produce four films to highlight how it goes above and beyond to support people living with cancer.
The series will air alongside Super Surgeons, a Channel 4 docu-series that showcases the work of a highly skilled team of doctors.
The intention of the campaign is to bring the stories of Macmillan workers to life by depicting the various ways in which they help people living with cancer. This includes everything from nurses travelling across the country to workers providing sign language interpreters.
READ MORE: Macmillan launches social-first campaign backed by Global
The news comes in the midst of a cost of living crisis that has affected many charities seeking to boost donations and support.
As part of Macmillan’s initiative, social activations and brand idents will also roll out to promote the branded entertainment.
“We are in collaboration with this ground-breaking series to help more people understand how cancer can disrupt your life, and to show the army of people, from super surgeons to the Macmillan team, who will do whatever it takes to help you through it,” Macmillan brand and marketing director, Anthony Newman, said.
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