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Macmillan Does Whatever it Takes for Latest Coffee Morning Campaign

One of the UK's most-loved fundraising events is back in an integrated campaign from AMV BBDO to engage supporters

Macmillan Does Whatever it Takes for Latest Coffee Morning Campaign

AMV BBDO is celebrating the return of the in-person Coffee Morning for Macmillan Cancer Support, happening on September 24th, with a new campaign encouraging supporters to host their own event and sharing the message that whatever they do, it really makes a difference.

With postponed appointments, missed diagnoses, and delayed treatments, the Covid-19 pandemic has profoundly impacted people struggling with a cancer diagnosis. At the same time, charities like Macmillan Cancer Support are facing the biggest income challenge of their existence, at a time when the support they provide is needed more than ever.

This social led integrated campaign is designed to give anyone and everyone a reason to sign up and put on a coffee morning – not just those who have been touched by cancer.

The list of motivations is infinite, and it doesn’t matter if it’s big, small, silly, important, or random because every penny raised will help people living with cancer. Whether it’s for the mother of all catch-ups, because chemo’s finished, a lads’ reunion, baking’s your thing, a kitchen disco, or to say ‘you’re incredible,’ your reason for hosting is a good one.

Ant Newman, brand and marketing director at Macmillan says: “Macmillan’s Coffee Morning is one of the nation’s most-loved fundraising events, and this new campaign shows that any reason is a great one to host one, however big or small. We want the 2021 event to be bigger and better than ever because after the year we’ve had, it is just the tonic the nation needs.”

The campaign is part of the new brand platform ‘Whatever it takes’, developed in partnership with AMV BBDO and launched earlier this year with the award-winning 'Whatever it Takes' film. 

Macmillan’s coffee morning event can be hosted at any date and anywhere. From a group in the garden, a virtual coffee or take away cake, supporters can find everything they need on the website.

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Client: Macmillan Cancer Support

Client name: Ant Newman, Brand and Marketing Director

Client name: Abby Solomon, Acting Head of National Marketing (Fundraising)

Client name: Cara Shearer, Marketing Manager


Brand: Coffee Morning


Creative Agency: AMV BBDO

CCO: Alex Grieve

ECDs: Nadja Lossgott and Nicholas Hulley

Creative Director: Michael Jones and Thomas Hazledine

Creative Team: Prabhu Wignarajah, Jamie Starbuck and Ant Eagle

Agency Planning Team: Tom White, Nicola Willison and Sam Williams

Agency Account Team: Alex Bird, Rachel Dymond and Angela Kwashie

Agency Producer: James Robley, Kieran Sadler and Polly Lowles


Media Agency: Zenith


Production Company: Flare productions

Director: Olly Murray

Production Co. Producer: Emilia Reid

Editor: Nathan Perry-Greene

Post Production

Post-production Company: ETC


Sound studio: Wave

Category: Charity , Corporate, Social and PSAs

Genre: Dialogue , People