VCCP launches new TV ad for Macmillan Cancer Support

VCCP has announced the launch of a new TV advert for Macmillan Cancer Support that marks the beginning of its first campaign on behalf of the charity.

The agency won a brief with the organisation in March 2012 and has created an ad that visually depicts the impact of receiving a cancer diagnosis for the first time, using the metaphor of falling and catching to demonstrate the support Macmillan offers to patients.

A 90-second TV spot will be followed by 60-second and 30-second adverts, as well as extensive radio and online activity plus a media report and integrated PR activity.

The aim of the campaign is to raise awareness of the charity's work and persuade more people to make donations to the organisation.

Oliver Lewis-Barclay, group business director at VCCP, said: "While other charities are all about curing cancer, Macmillan is about living with cancer … We hope the campaign will inspire people not just to donate but to get involved."

VCCP Partnership is industry publication Marketing's current agency of the year and is responsible for high-profile work with comparethemarket.com, O2 and easyJet.