Macmillan event at the Cut Above The Rest barber studio in
East Ham, focusing on normalising conversations about cancer,
particularly among men of Black African and Caribbean descent
Strategic report
Thank you
Increase how
many people
access our services
and receive
support from
the moment they
are diagnosed.
We tackled barriers to men seeking
support through our 'Find the Words'
campaign.
Men make up just over half of new cancer cases
each year, and more than 40% of people living
with cancer in the UK, but only 38% of calls to
our Support Line from people with cancer were
from men. We needed to get more men talking;
particularly across younger people, Black British,
and LGBTQ+ communities.
We launched a campaign designed to encourage
men to talk about cancer and seek support from
Macmillan's support services. As well as digital
and radio advertising, we were also able to trial
campaign perimeter boards at three football
matches, which were visible for five minutes
across two Championships Playoffs and
Premier League games.
In July 2023 as many as 72% of Great Britain's
adults, including up to 70% of men, and 65% of
Black men would have potentially seen our media
coverage for this campaign.
A major campaign highlight was spotlighting the
work of the Barbershop Project. This is a group
of innovative barbers breaking down taboos and
normalising conversations about cancer in the safe
space of a barbershop, an iconic place in the Black
community. We helped launch a mixtape for the
project, produced by DJ Seani B from BBC 1 Xtra.
In 2023:
We ran campaigns to market our support.
We continued our marketing activity so that
more people with cancer know we can support
them from diagnosis. From the different tests
and scans people might have, to practical advice
and information to help people understand their
diagnoses.
This contributed to an 18% year on year increase
in people receiving support at the point of
diagnosis.
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Environmental, social
and governance review
Financial review
Overview Financial statements
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