A long-term strategy to create lasting legacies

Client: Macmillan Cancer Support

With UK charities reeling from recent crises, we convinced Macmillan to rely less on short-term fundraising events and focus more on charity donations in wills. Through powerful storytelling in prime media moments and boldly tackling the taboo of death, we've inspired the UK public to leave lasting legacies and set Macmillan on path to raise double per year by 2030, changing lives for generations to come.