Macmillan Cancer Support tone of voice and copywriting

How should a cancer charity speak to professionals in health and social care?

Who: Macmillan Cancer Support

What they wanted: In 2014, Macmillan Cancer Support asked us to help with their tone of voice, specifically when communicating with healthcare professionals and certain donors.

What we did: We carried out research, held workshops and produced a new set of Tone of Voice guidelines for the charity.

The guidelines have been extremely well received by everyone – there’s been praise across the board and people are very excited about how it’s going to help us
— Hayley Redman, Senior Copywriter Macmillan Cancer Support