What we stand for
The idea that drives us
Macmillan is a life force for everyone affected by cancer.
Our idea – along with our ambition and what we do – should act as a brief for all of our
activities. Ask yourself ‘do our communications express the concept of life force?’
Life force is not a strapline. We never tell people affected by cancer explicitly that
we are a life force – that would be inappropriate. The idea of life force works when we
demonstrate it in our words and actions.