Macmillan Cancer Support is breaking free of its traditional charity fundraising coffee mornings with a modern twist on the concept, bolstered by a multimedia Guardian campaign.
Designed to inspire more people to ‘Get together for good’ as they raise money for the charity, the partnership will see Macmillan ads running as part of a integrated multi-platform campaign, across the Guardian’s digital, audio, display and print platforms.
A hero film sits at the heart of the campaign, featuring journalist Tahmina Begum who outlines how she has transformed her writing workshop for a community of Muslim women into a Macmillan coffee morning.
The campaign also features a collection of how-to guides that show how easy it is to introduce Macmillan coffee mornings into existing community spaces or groups.
“The countdown to coffee morning is officially on, and it’s always really fantastic to see so many people get involved,” said Macmillan marketing manager Claire Spencer.
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“Whether it’s a chai afternoon, a ‘barks and bakes’ dog walk or a kitchen disco in the office, people can host their coffee morning in anyway and anywhere they want.”
“It’s been brilliant working with the Guardian to challenge perceived ideas of what a Coffee Morning can and can’t be. We’ve been able to tell some wonderful stories, and bring new audiences to our much-loved event.”
More than 12.5m Guardian readers are willing to volunteer their time for a good cause; in the last year almost two million Guardian readers have donated to Macmillan Cancer Support, and over a million Guardian readers have also donated £250 plus to charity – more than any other quality newsbrand.
Guardian Media Group chief advertising officer Imogen Fox said the media giant was delighted to be working with Macmillan’s refreshed coffee morning initiatives because “it felt like an authentic Guardian story of diverse communities coming together, told with a modern look and feel”.
Macmillan’s partnership with the Guardian is part of a wider campaign to encourage more people to take part in fundraising and celebrate connection within community groups.
