PrettyGreen helped Macmillan Cancer Support to inspire the public to get involved in its flagship fundraising event, ‘The World’s Biggest Coffee Morning’, encouraging people to register to host their very own Macmillan coffee morning. The ‘Feel Good’ campaign helped drive registrations and generated awareness through media coverage, third party partnerships, on-line content and social media.
A specific microsite was created offering ‘money can’t buy’ experiences to incentivise registrations, keeping in with the ‘Feel Good’ messaging, creating further noise and awareness of the campaign.

1. Macmillan Cancer Support

   

   Macmillan Cancer Support

2. Launching the Campaign

   

   Launching the Campaign

   In 2009, we launched Macmillan’s World’s Biggest Coffee Morning, its flagship fundraising event. We kick-started the campaign by re-creating the iconic Macmillan coffee mug on London’s Primose Hill. With the support of 150 volunteers and Neil Fox to boot, we enhanced awareness via strong imagery used in the media.

3. Bespoke Feel Good Experiences

   

   Bespoke Feel Good Experiences

   We were also tasked with driving online traffic to the Macmillan website, delivering registrations to host coffee mornings. What did we do? We created a series of ‘Money Can’t Buy’ experiences that registered hosts could win, which we promoted via lifestyle websites. Sprinkled with celebrity supporters and exclusive treats, these included a chinwag and coffee tour of Radio 1, thanks to Chappers & Dave, a trip to Emmerdale and a rumba with Strictly’s belle, Kristina Rihanoff….

4. Delivering rich content

   Delivering rich content

   In our book, content should be King, so we ensured key experiences delivered rich content. Footage of lovely hostess Kristina Rihanoff provided powerful content for online seeding and media coverage on high traffic sites such as GMTV. No accident too that it was timed to ride on the launch of the new series of Strictly Come Dancing!