From primetime to lifeline. How an Emmerdale storyline helped Macmillan support more than twice as many people when they needed it most

Client: Macmillan

How do you encourage people to use a charity they already feel they know? Through an unprecedented

partnership between Zenith, ITV and Macmillan, we moved Macmillan from the ad break into the heart of an Emmerdale storyline, transforming a fictional cancer journey into a demonstration of real-world support from Macmillan.