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. 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.
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.”
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.”
