Macmillan got it right by choosing campaign aims that would make a difference and, crucially, were winnable. It was also able to offer substantial savings for the Government - the central argument of the entire election campaign.
The numbers speak for themselves: who wouldn't be happy with 272 articles and 95 mentions in Parliament, for a £10,000 budget? And of course it delivered on all three of its campaign aims.
The integrated approach - forming a dedicated campaign team from departments across the charity - was a smart move. Integration is sometimes lacking in in-house campaigns and is vital for maintaining message discipline.
It used social and digital media effectively too. Bite-size videos of cancer sufferers are powerful and people are far more likely to watch a video than read an e-newsletter. Perhaps Macmillan could have used Twitter a little more effectively. A widely used hashtag has worked well for other campaigns.
In conclusion, a well-executed campaign with impressive results.
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Score Communications