The Guardian and Macmillan Cancer Support have joined forces to inspire more people to ‘Get together for good’ and raise money for the charity’s annual Coffee Morning, this September.
Informed by insights that show the benefit of widening traditional ideas of the event, this year the campaign encourages people to reimagine the classic Macmillan Coffee Morning, and instead host them in their own unique way.
At the heart of the campaign is a beautiful film featuring journalist Tahmina Begum, showing how she’s transformed her writing workshop for a community of Muslim women into a Macmillan Coffee Morning, by sharing experiences of love, loss and the power of sisterhood.
Maximising the very best of the Guardian, the integrated multi-platform campaign runs across digital, audio, display and premium print.
The campaign features a collection of how-to guides that showcase the ease of integrating Macmillan Coffee Mornings into existing community spaces. These stories highlight practical examples and offer insights showing various groups embracing Coffee Mornings in new ways.
The Guardian is an ideal platform for raising awareness of this charitable initiative. The Guardian’s advertising team knew they would be speaking to an audience that is generous, cares about the world around them and wants to influence change for good.
More than 12.5m Guardian readers are willing to volunteer their time for a good cause; in the last year almost two million Guardian readers have donated to Macmillan Cancer Support, and over a million Guardian readers have also donated £250 plus to charity - more than any other quality newsbrand [source: PAMCoH2 2023/TGI Aug 2023 Multibasing Survey].
Macmillan’s partnership with the Guardian is part of their broader campaign to encourage more people to take part in fundraising and celebrate connection and care with community groups across the UK.
Claire Spencer, marketing manager, Macmillan Cancer Support, said:
“The countdown to Coffee Morning is officially on, and it’s always really fantastic to see so many people get involved. Whether it’s a chai afternoon, a ‘barks and bakes’ dog walk or a kitchen disco in the office, people can host their Coffee Morning in anyway and anywhere they want.”
“Cancer can disrupt every part of peoples’ lives. Every Coffee Morning held around the UK will raise vital funds to help Macmillan to support everyone with a cancer diagnosis to get the care that they need, whoever and wherever they are.”
“It’s been brilliant working with the Guardian to challenge perceived ideas of what a Coffee Morning can and can’t be. We’ve been able to tell some wonderful stories, and bring new audiences to our much-loved event.”
Imogen Fox, chief advertising officer, Guardian Media Group, said:
“We welcomed the opportunity to support Macmillan. We love how they’ve refreshed their Coffee Morning initiatives because it felt like an authentic Guardian story of diverse communities coming together, told with a modern look and feel.”
The Guardian’s bespoke multi-channel approach to partnerships provides an effective and influential way to deliver brand value. Benchmarking research into the Guardian’s ad effectiveness shows that multi-channel consumer campaigns see greater uplifts (vs. digital only) particularly when it comes to metrics such as brand consideration, brand trust and brand love.
All branded content is clearly labelled in line with the Guardian’s content funding guidelines.
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For more information please contact media.enquiries@theguardian.com.
Notes to editors
The Guardian and Macmillan media partnership was brokered by Zenith Media.
About Guardian News & Media
Guardian News & Media (GNM) publishes theguardian.com, one of the world’s leading English-language news websites. Traffic from outside of the UK now represents around two-thirds of the Guardian’s total digital audience. In the UK, GNM publishes the Guardian newspaper six days a week, first published in 1821, and the world’s oldest Sunday newspaper, The Observer.
