Charity Macmillan Cancer Support has launched a new campaign to reinforce its commitment to providing personalised care to those living with cancer.

Devised by creative agency AMV BBDO, the ads build on the brand’s ‘Whatever it takes’ platform and highlights that “while cancer isn’t fair, Macmillan will ensure that cancer care will be”.

“Cancer can disrupt all areas of your life, from your work and relationships, to how you feel about your body and your wellbeing,” said Sonia Sudhakar, chief engagement officer at Macmillan Cancer Support.

“And every day we hear about how this impact can be made much worse simply because of who you are or where you live. The unacceptable differences in people’s experiences of diagnosis, treatment, and care across the UK, are categorically unfair.”

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The creative shows the challenges people with cancer face, from understanding treatment options and navigating appointments, to returning to work or dating.

As part of the campaign, the charity has launched a series of out-of-home executions created using a split-face technique. Each portrait features two people merged together from different backgrounds, each of whom are dealing with the disease.

It reflects the charity’s new strategy, which aims to help more people get access to care and support. The ads are supported by PR and social content showing real people living with cancer.

“Our new campaign, which is fronted by 10 incredible people living with cancer, aims to shine a light on what it really means to be living with a diagnosis today,” Sudhakar added.

“People with cancer are at the heart of everything Macmillan does, and this campaign absolutely reflects that.”