#FightFOMO, A Macmillan Campaign

All work exhibited is my own, and not affiliated with Macmillan Cancer Support. Written in my 1st year at University.

The challenge: live life fully

Fear of missing out (FOMO). Something all too relatable when living life at two meters. The campaign to be outlined aims to fight the fear of missing out or #FightFOMO. Moreover, we hope to help people live life fully.

Macmillan Cancer Support provides physical, emotional and financial support to those diagnosed with cancer. They are a remarkable organisation comprised of millions of people who provide a continuum of care from diagnosis, through treatment and beyond. What's more, they’ve been doing this vital work for more than one hundred years.

Macmillan’s brand image has struggled in recent years as a charity plagued by rampant coffee mornings. Like many well-established organisations, it needs to communicate its relevance. In 2019 Macmillan rebranded itself with the aims of improving awareness and attracting younger supporters. Crucially Macmillan aims to demonstrate that it helps people live life fully, not only provide bereavement support.

The campaign is informed by research which has shown that cancer patients are adversely affected by depression, anxiety and cancer related fatigue. Conversely, advances in medicine and treatment are continually improving quality of life during and after treatment.

#FightFOMO realises the central tenet of living life fully by challenging people to simply go on a walk, have a cuddle, bake cookies with a loved one, share a smile or even a laugh. Life consists of interactions, traded over time. The memorable ones are no further than a savoured smile away.

The challenge to fight FOMO one step at a time is an earnest one and intentionally simple to make it easy to accomplish anywhere with anyone. These attainable ideas make life simple again, prioritising what matters with who matters. Going forwards we look to mobilise individual creativity to #FightFOMO however one may choose. The simple adverts celebrate even the most conventional ideas.

In line with the 2019 rebrand, the exploratory design fits into the Macmillan aesthetic for brand recognition, whilst clearly conveying the new message.

The desire to live life fully attracts supporters young and old. Purposefully made to resonate with larger audiences this campaign doesn’t ostracise those affected by cancer, so as not to place more pressure on them over anyone else.

The challenge to fight FOMO is all-inclusive and essentially human. We’re enticing those affected by cancer to rejoin and cherish life, rather than be treated differently because of theirs.