Public ranks Macmillan top
Wolff Olins client Macmillan Cancer Support has been ranked number one in the new Charity Brand Index. The survey of the top 100 charities was commissioned by PR Week and Third Sector, the magazine for the voluntary sector. It asked 3000 people across the UK for their views of charities. Amongst other things, they looked at impact, trust, and whether the charity is a cause they care about. Learn more at www.thirdsector.co.uk
Macmillan Case Study
Macmillan Cancer Support used to be best known for Macmillan nurses – providing an invaluable service to people with cancer, but often misperceived as ‘angels of death’. With 2 million people in the UK living with cancer and that number growing every day, Macmillan needed to embrace a much broader role – a source of support for anyone affected by cancer and a force for change in cancer care.
Wolff Olins helped Macmillan define and take on this new role: imagining the organisation’s future, clarifying its ambition, changing its name (‘cancer relief’ to ‘cancer support’), developing a brand idea, customer proposition and personality – and creating a radical new brand expression. The aim is to make Macmillan resonate in our daily lives – in schools, workplaces and on the high street – and to inspire everyone to play a part in supporting people living with cancer.
Since the rebrand fundraising income has defied the tough market, increasing by £26M – a 6% year-on-year growth. Today Macmillan is helping far more people: between 2009 and 2010 visitors to the website doubled, the number of people calling the Macmillan Support Line increased by 35% and 50% more people were directed to the benefits they're entitled to. Macmillan's increased confidence and relevance has led to groundbreaking new partnerships – bringing cancer support to the high street with Boots, and innovating the cancer care environments of the future with UCH.
Macmillan wins gold
Wolff Olins is today celebrating success at the DBA Design Effectiveness Awards. The Macmillan Cancer Support brand identity work won gold for what judges called a ‘brave and refreshing redesign ’. Judge Ted Mager, Head of Global Retail Development at Adidas-Salmon said the work was ‘very strong ’ and had really helped Macmillan ‘stand out in a cluttered market ’. For more, visit www.dba.org.uk
Branding for breakfast
Wolff Olins today hosted the first in its series of breakfast seminar in London. Twenty marketers from not-for-profit companies discussed and highlighted the importance of brand when encouraging participation from their supporters. Representatives from the National Trust and Macmillan Cancer Support initiated the discussion with a talk about the link between brand, innovation and supporter participation as the key to securing increased income.
Wolff Olins tonight launched ’Brand next: the store for tomorrow’ at its London office. The show highlights ten brands of the future – brands like Streetcar, Zopa and Macmillan Cancer Support where people take part, rather than just partaking, and where the more people who join in, the better it is for everyone. The event, which runs till 22 February, invites visitors to commit to actions – everyone who gives gets. See the making of the store, and its outcomes, at www.brandnext.co.uk