In 2013 Macmillan Cancer Support launched a new campaign around a striking new idea: No One Should Face Cancer Alone.
At the heart of the campaign was the desire to say something irrefutably true, that would encourage people who needed our help to get in touch, and inspire those who could help us to get involved.
The stakes are high. An insight that felt forced, or gratuitous or intrusive, would not only fail to drive donation. It could risk unnecessarily hurting or upsetting those who are most important in this: people living with cancer, and everyone who loves us. This wasn’t about being more exciting, or daring. It was about being more true. Only by being true could we risk tapping into the deep, intense emotions that surround cancer.
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