Macmillan Cancer Support Fundraiser Turns a Night Out Into a Night In
Macmillan asks women to host a Night In with their friends and donate the money they would usually spend on an evening out to the charity. The new campaign has developed the proposition of ‘There are a million reasons to have a Night In’ and uses social activity to appeal to a younger female target audience.
The campaign features video content on Facebook demonstrating Night In ‘do it yourself’ ideas. As well as social activity, Macmillan and Kitcatt Nohr have also developed a redesigned microsite, digital banners, direct marketing, print ads and email communications all centring around ‘A million reasons’ proposition.
The creative extends the proposition by celebrating the quirkier reasons for having a Night In such as ‘because… the club can’t handle our moves’ and ‘because… my kitchen is for dancing’.
Ben Golik, Executive Creative Director at Kitcatt Nohr, has said of the campaign: "It's always hard to balance the cancer cause message, with a fun and social event. However, learning that Macmillan helps over 1 million people each year led to the conception of the 'Million reasons...' thought."
Claire Driscoll, Marketing Function Manager at Macmillan commented: "Through Night In’s new positioning and a focus on social activity, we’re confident that the event will really engage and appeal to this younger audience, and help us to raise more money for people facing cancer this year than ever before."
The Night In campaign is live and the majority of fundraising events are expected to take place throughout May.
Category: Charity , Corporate and social