The shift away from Macmillan's usual 'service' focus to a more emotive emphasis is part of plans to attract 17,500 additional donors.
DRTV ads, featuring breast cancer sufferer Suzie France and detailing her experience of the disease, will run across satellite and Freeview channels. The TV work will be supported by direct mail and online activity.
The campaign, which breaks on 13 October, was produced by creative agency Arthur; media was handled by PHD.
This article was first published on Marketing