Macmillan Launches Inclusive Outdoor Cancer Support Campaign

Macmillan’s new campaign uses emotional billboards to highlight inclusive, personalized cancer support for everyone—whoever they are, wherever they are..

Amplifying Cancer Support Through Powerful Visual Storytelling

Macmillan Cancer Support has teamed up with AMV BBDO to launch a bold and emotional campaign under its “Whatever it takes” brand platform. Titled “Whoever you are, whatever it takes,” the initiative reflects a deep commitment to supporting every individual affected by cancer — regardless of their background.

The out-of-home activation, promoted across key locations, captures attention through striking split-face portraits and inclusive messaging. It builds on Macmillan’s evolving strategy to make quality cancer care more inclusive and personalized.

Striking Billboards Merge Faces and Experiences

The creative centerpiece is a set of composite portraits — split-face visuals combining two people from vastly different backgrounds. For example, “Nellie & Siobhan” shows a young Black woman from Kent and an older white woman from Dundee. Their individual yet connected experiences are reflected through powerful copy like:
“Whether you’re unsure you’ll be able to breastfeed”
“or worried you might lose your breast.”

These billboard stories reflect the wide emotional and physical spectrum of living with cancer in the UK.

Real-World Support, Tailored for Every Journey

Macmillan’s services go beyond traditional medical care. From translation services and culturally inclusive information to guidance on returning to work or dating after treatment, the campaign underscores Macmillan’s real-world approach to care.

The message is clear: “Whoever you are, Macmillan will do whatever it takes.”

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