Description
Macmillan Cancer Support is shining a light on the realities of cancer care with a new national campaign created with AMV BBDO. The charity aims to deepen understanding of how experiences of cancer can be unfairly affected by where a person lives, their income, background, or how they communicate -.
The launch marks the start of a new year-long push as part of Macmillan’s Fair Cancer Care campaign, bringing together the charity’s services, partnerships and supporters in a shared mission to make cancer care fair for everyone.
The campaign aims to amplify the voices of those facing unfairness, build understanding of the gaps in cancer care, and encourage the public, partners, and professionals to play a role in addressing them - while making Macmillan’s services more visible and accessible to those who need them most.
While previous campaigns have focused on Macmillan Nurses, this work broadens the spotlight to the full range of services and support available. It sits alongside Macmillan’s wider efforts with the healthcare system, partners, and communities to tackle inequalities and improve access to care and support.
Launching with primetime TV spots and supported by out-of-home, print ads and social media activity, the creative will also appear in high footfall locations including London Waterloo station and by The O2 Arena in London. Debuting during the ad break of the Great British Bake Off for Stand Up to Cancer, the campaign aims to increase understanding of Macmillan’s range of services and drive public support for the charity’s work.
Building on Macmillan’s Whatever It Takes platform, the campaign reinforces the charity’s commitment to ensuring everyone receives the best possible care, regardless of background, location or circumstance.
A film led by lived experience
The campaign’s 60-second TV film features a cast of real people with lived experience of cancer, real Macmillan professionals, and actors portraying authentic, lived experiences. It centres on their personal stories, bringing to life the realities of living with cancer.
Midway through, the narrative shifts to hope, revealing the human impact of Macmillan’s support. From community initiatives to one-to-one support, its services help people access the support they need and regain a sense of control.
The film concludes with real Macmillan professionals, a Boots Macmillan Information Pharmacist, and community partners uniting under the charity’s Whatever It Takes banner. United by the message that “it takes us all”, the film becomes a rallying cry - calling on individuals, communities, and organisations to come together and make cancer care fair for everyone.
The TV is supported by social, out-of-home (OOH) and press.
This professional campaign titled 'Fair Cancer Care' was published in United Kingdom in April, 2026. It was created for the brand: Macmillan Cancer Support, by ad agency: AMV BBDO. This Film and Integrated media campaign is related to the Health industry and contains 1 media asset. It was submitted 19 minutes ago.
Credits
Chief Creative Officer- Nicholas Hulley, Nadja Lossgott
Head of Strategy- Sam Williams
Business Lead- Alexandra Sandford Smith
Creative Director- Luca Grosso
Strategy Director- Becca Brett
Account Director-James Bancroft, Elana Murphy
Art Director - Tim King,
Copywriter - Esin Huseyin
Creative Production Partner- Rebecca Scharf
Senior Art Producer- Louisa Frost
Interactive Producer- Anwar Meah
Account Executive- Inca Cunningham-Reid
Lead Designer - Rich Holgate, Dian Sofia
Designer - Xavier Unwin, Ian Mills, Nick Vassou, Tom Harris
Production Company: PrettyBird
Director: child. // @childartiste
Executive Producer / Producer: Mayling Wong
Production Manager: Enrique Soares da Silva
Managing Director / Executive Producer: Emily Rudge
Director of Production: Fiona Bamford-Phillips
Casting Director: Khamel Cochrane
Director of Photography: Bradford Young
Production Designer: Julija Fricsone-Gavriss
Wardrobe: Katie McGoldrick
Editor: Emma Backman
Edit Producer: Demi Roach-Lewin
Colour Producer: Renata Fabri
1st Assistant Director: Sascha Marden
2nd Assistant Director: Phoebe Vale Markham
3rd Assistant Director: Kai (Kalyan) Rajakulasingam
Location Manager: Sam Mosedale
Cast Coordinator: Mia Henderson
Production Runner: Caspar Butterworth
Runner: Arabella Palmer
Runner: Tij Mustafa
Runner: Alexandra Visone
Runner: Gabriela Routledge
Focus Puller: Chaz Lyon
Clapper Loader: Tom Watson
Camera Trainee: Lottie Lunn
Camera Car: Alister Bugge
Camera: ARRI
DIT: Deloris Collins
Live Grade: Mardon de Carvalho
Video Playback: Jack Driver
Gaffer: Riaz Ahmed
Best Boy: Kieran Brown
Desk Operator: Alex Magill
Electrician: Connor Baskerville
Electrician: Ross Murrell
Electrician: Meg Sharp
Electrician: Jovan Lawrence
Electrician: Joseph Khalil
Electrician: Finley Raymond Meehan
Electrician: Dhruv Narain
Electrician: Dan Maathieu
Electrician: Joe Morgan Hunt
Electrician: Joseph Tesfamarieam
Lights: SHL
Key Grip: Johnny Donne
Head Tech: Darren Bailey
2nd Grip: Alex Tate
2nd Grip: Mo Abdi
Crane Tech: Jody White
Grip Trainee: Tiger Brewer
Master Rigger: Paul Howes
Rigger: Michael Smith
Rigger: Shaun Beach
Rigger: Liam Doran
Rigger: Steven Morgan
Rigger: Cornelious Kelly
Rigger: Nathan Cowlard
Rigger: Robbie Chance
Sound Recordist: Jake Lee-Savage
Wardrobe Assistant: Lara Bell
Wardrobe Assistant: Georgia Herman
Wardrobe Assistant: Zoe Graham
Make-up Artist: Ayopo Abiri
Make-up Assistant: Sasha Chudeeva
Hair Stylist: Nafisat Olayinka
Hair Stylist Assistant: Jamila Nanozzi
Art Director: Fin Sullivan
Set Decorator: Matty Mancey-Jones
Set Decorator: Megan Bosaw
Prop Master: Matthew Gant
Standby Props: Ollie Gant
Prop Assistant: Alex Podger
Prop Assistant: Ella Hurman
Prop Assistant: Charlie Gleeson
Prop Assistant: Jon Boylan
Prop Assistant: Dan Margerison
Prop Assistant: Terry Nelson
Prop Assistant: Jack Dodd
Scenic Painter: Saskia Gall
Scenic Painter: Katie Jones
BSL Interpreter: Olivia Browne
BSL Interpreter: Tabitha Collins
Medic: Debbi Anderson
Medic: Dawn Wright
Security: Mark Cowling
Fire Marshall: Mesh Ruparelia
Catering: Lords
Honeywagon: Gary Mavor
SPECIAL THANKS
One Stop // Custom House // Airspace Locations // Lords Catering
Talent Talks // Royal Parks // ETC // Cabin Edit // LUX // Sound Disposition
Wavevend // SP Locations // Get Set Hire // Advanced Access // GS Rigging
Splitz Facilities // Leebra
