Tender And Tough

1 in 2 people will get cancer in their lifetime. While Macmillan already support 1 in 4 people from the point of diagnosis, their ambition is to support everyone. To achieve this, we needed to increase both relevance and salience. Then Covid-19 hit. Cancer became “the forgotten C” with c.50,000 people missing a diagnosis. Macmillan’s services were more vital than ever, but their funding took a catastrophic blow. With raw truth, ‘Tender yet Tough’ aims to close the gap between the caring, tender Macmillan the public know and love, and the tough, tenacious and unflinching reality of their work.