Be clear and direct

When it comes to services, we need to give people a clear picture of what we do. We also need to make sure that when cancer touches someone’s life for the first time, they think of Macmillan straight away and know how to contact us.

If we are to move from a charity to a movement, then we need to make sure that our communications materials don’t look like they come from a typical charity. Our style should feel contemporary, immediate and engaging without being condescending. Our language is direct and has authority.