Cancer Doesn't Define You, Say These Heartrending Ads About Life With the Disease

Campaign by Macmillan Manages to Combine Hope and Authenticity

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A new campaign from U.K. cancer support charity Macmillan makes the point that life still carries on and can be joyful, even with the difficulties that a cancer diagnosis can bring.

Based on the insight that 85% of people with cancer don't want to be defined by the disease, the films, by VCCP, show pivotal moments in the lives of cancer sufferers and others in their lives -- a partner (as seen here), sister, father, friends.

Two sisters hug as one is about to get married, two lovers share a tender moment in bed, a couple of friends play computer games together, a dad reads his daughter a bedtime story. The stories are then interspersed with flashbacks back to the characters' diagnoses and treatments, before returning to the present, and the message that "life with cancer is still life."

Sensitively and authentically directed by Jim Gilchrist at Outsider, they aren't sugar-coated and are unafraid to shy away from the pain and suffering involved with the disease -- we see people crying, breaking down and throwing up. But each manages to conclude with a message of hope.

Lynda Thomas, chief executive of Macmillan, commented in a statement: "At Macmillan, we know cancer can affect everything: your body, your relationships, your finances; we also know life doesn't stop just because you've been diagnosed. With Life with Cancer, VCCP has succeeded in capturing the kaleidoscope of emotions someone with a cancer diagnosis can go through. It reflects what many people with cancer are telling us -- they don't want to be defined by their disease."

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May 30, 2017
Deputy Executive Creative Director:
Matt Lever
Jim Gilchrist
Production Company:
Art Director:
Colin McKean
Colin McKean
Andrew Perkins
Jenny Nichols
Account Handling:
Ben Wardle
Account Handling:
Natalie Barry
Media Agency:
Production Company:
Jim Gilchrist
Executive Producer:
Helen Brownlie
Executive Producer:
Tex Travi
Post Production:
Paul Wilmot
Post Production:
Lisa Vaughan
Post Production:
Jean Clement
Audio Post Production:
Parv Thind
Audio Post Production:
Daniel Landin
Ben Campbell
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