Wonderhood Studios

London

Macmillan Super Surgeons: A Chance at Life

Background

Macmillan Cancer Support, the UK’s leading source of cancer support, partnered with Channel 4 for its first-ever brand collaboration. The campaign aimed to highlight the unseen ways cancer impacts people’s lives and showcase how Macmillan Cancer Support does whatever it takes to provide care and assistance.

Objective

To raise awareness of Macmillan Cancer Support’s services and illustrate the diverse ways they help people living with cancer, through a compelling and integrated storytelling campaign.

Solution: Super Surgeons – A Chance at Life

The campaign centered around a three-part documentary series, Super Surgeons: A Chance at Life, which aired on Channel 4 from July 18, 2022. The series, produced by the team behind BAFTA-nominated Baby Surgeons, provided exclusive access to The Royal Marsden NHS Foundation Trust, one of the world’s leading cancer hospitals. It followed pioneering surgical oncologists using groundbreaking technology to save and prolong lives, often dealing with rare and complex cancers.

Each episode featured real-life audio from the Macmillan Cancer Support Line, reinforcing the charity’s vital role in supporting those affected by cancer.

Super Surgeons in partnership with Macmillan Cancer Support presented us with an opportunity to bring together our advertising and TV production studios, and deliver a unique brand narrative through authentic documentary content. We are incredibly proud of the series and the communications eco-system that we have built around it – it is a great example of how we’re helping innovative brands communicate with audiences in a more meaningful way.”
Sam Brown , Business Lead at Wonderhood Studios

Multi-Platform Campaign Execution

Branded Sponsorship Idents (5”, 10”, 15”) aired around the series, demonstrating how Macmillan supports people in unique and unexpected ways.

Four Short Films showcased real-life stories of individuals supported by Macmillan’s services, including:

A deaf person navigating cancer with the help of a British Sign Language interpreter.
A Macmillan specialist nurse traveling by land and sea to remote areas like the Outer Hebrides, where oncologists are unavailable.

Digital & Social Activation: A suite of online and social assets was developed to drive viewers to watch the short films, including:

Instagram, Facebook, and Twitter posts & stories.
YouTube mastheads & in-stream ads.
All 4 platform integration, including a programme skin and Ad Pause sponsorship.

Raised awareness: of Macmillan’s diverse support services through real-life storytelling.

Strengthened brand association: between Macmillan and life-changing cancer support.

Drove engagement: across multiple platforms, encouraging donations and participation.

Conclusion

The partnership with Channel 4 successfully showcased the breadth of Macmillan Cancer Support’s impact. By combining documentary storytelling, brand sponsorship, and digital amplification, the campaign brought to life the vital role Macmillan plays in supporting people living with cancer- wherever and however they need it.

Macmillan Super Surgeon: A Chance at Life

Macmillan launched its first original branded entertainment project with new series ‘Super Surgeons: A Chance at Life’ on Channel 4, showing how cancer impacts people’s lives in ways you can't imagine, and how Macmillan Cancer Support does whatever it takes to support them.