Macmillan and Emmerdale

Client: Macmillan

Macmillan is "well known, but not known well". Everyone recognises the green and the coffee mornings, but few know what it actually does. So ITV did something never done before in a soap; we wrote Macmillan into the world of Emmerdale. We threaded it through Cain Dingle's cancer storyline with branded mugs and posters as well as a scene showing Cain reading through a Macmillan support leaflet in a powerful moment of quiet. Macmillan went the extra mile too and kept their support line open beyond its usual hours on transmission nights; any viewer moved by what they'd just watched could pick up the phone that very evening.