PROJECT AIMS

This project formed part of Macmillan’s campaign calling on Parliament to use the opportunity presented by the Care Bill to ensure the 1 million cancer carers in England receive better support. Two edits of the main film were created (campaigning and awareness), as well as a 4-minute case study film.

 

INTENDED AUDIENCE

The films were intended for online use, through the Macmillan website and YouTube channel, and as such needed to be instantly intriguing and empathetic in order to catch the attention of an online audience. It was targeted at health and social care professionals, as well as Macmillan supporters and potential supporters, so it needed to be sensitive and accurate in its portrayal of the real-life carers and their partners.

 

MEASURES OF IMPACT AND EFFECTIVENESS

Since launching, the campaign film has been viewed on YouTube more than 40,000 times. Most importantly, around 60 people signed up via the video’s annotations to email their MP about the Care Bill’s provision for cancer carers – a sign-up rate which outperformed many of Macmillan’s other online video campaigns.