Case Study: Macmillan Cancer Support – creative development project

Macmillan Cancer Support is a source of support, helping with all the things people affected by cancer want and need, and a force for change, pushing for better cancer care. Over the next 4 years the organisation is determined to broaden perceptions of its work and to be proactive in raising awareness of its services to people affected by and living with cancer. Macmillan chose nfpSynergy to design a research study among people living with cancer in order to inform the development of key messages and creative delivery.

In most cases qualitative research is the best format for creative development research of this kind. The discursive and detailed nature of qualitative research enables a fuller discussion of the comprehension, impact, appeal, relevance and motivational elements of a communications campaign. On behalf of Macmillan Cancer Support we conducted in-depth individual interviews and friendship paired interviews with people diagnosed with cancer and with people directly affected by the diagnosis of a close friend or family member. These interviews exploring sensitive subject matter were conducted in order to gain the greatest insight for Macmillan while ensuring that the needs and wellbeing of respondents were respected.

The findings of this research, including practical and relevant recommendations for how the campaign could be improved, were presented to key marketing, communications and research personnel at Macmillan Cancer Support and their agency Joshua G2.