|
|
Article: Macmillan pushes image revamp. (News).(Macmillan Cancer Relief's ad campaign)
- Article from:
- Precision Marketing
- Article date:
- October 4, 2002
- Author:
CopyrightCOPYRIGHT 2002 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Macmillan Cancer Relief is attempting to change consumer perceptions of the charity and create a more positive image with the launch of a new-look responsive campaign.
The bold 'survival guides', created by J Walter Thompson, are far removed from the traditional, often bleak approaches of past campaigns, which depicted cancer patients, nurses or doctors.
"The new campaign is about remaining positive right from the point of diagnosis," says a Macmillan spokeswoman. "Macmillan is well-known for its nurses and terminal care, but we want to convey the message that we offer a wide range of healthcare that improves patients quality of life."
The ads ...