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  • Humankind Research

Macmillan - a dad with cancer is still a dad


This hard-hitting new ad from Macmillan is the perfect example of a people-first human insight-led piece of communication. It explicitly acknowledges that people aren't and don't want to be defined by their condition or illness, which we've heard frequently in our own research too. There is a whole series of these ads focussing on different types of relationships - family, friends, lovers. Really great work from Macmillan.