Independent Media has announced it has teamed up with Macmillan Cancer Support to mark 35 years of Macmillan Coffee Mornings, bringing people together to ensure everyone living with cancer gets the support they need right now and to transform cancer care in the future. This campaign represents the largest charity partnership spearheaded by Independent Ignite, the branded content division of Independent Media, added the publisher.
Independent Media is to support Macmillan on its mission to increase participation of Coffee Mornings, with its commitment to making change happen – underpinned by its four core values: integrity, inclusion, innovation, and independence.
Independent Media says it has tried and tested credentials when it comes to charity initiatives; its audience shares the publisher’s values-driven mindset and emotional investment in causes close to their hearts. The success of campaigns like Brick by Brick with Refuge show the generosity of Independent readers, who the publisher says need little convincing to get involved where it matters most.
Combined, the publisher says The Independent, BuzzFeed and HuffPost reach 9.5 million charitable donors, representing 42% UK coverage. For this campaign, the three titles represent 40% coverage of readers who have taken part or organised a charity event in-person. The Independent readers alone are responsible for £636 million in charitable donations. Likewise, 53% of Independent readers would be willing to volunteer their time for a good cause. These statistics speak to the generosity and engagement of Independent Media’s audiences, making this the perfect home for Macmillan’s campaign.
From July to September, an editorially-led, multi-platform campaign will harness the collective power and influence of Independent Media brands and their diverse audiences to raise funds. Independent Media will donate £10 to Macmillan for every sign-up for a Coffee Morning, up to £20,000, to further incentivise participation, the publisher continued.
The campaign covers a range of content including:
- A three part Independent TV series will showcase examples of the most creative Coffee Mornings to readers. By profiling hosts, the campaign will appeal to veterans and newcomers alike.
- An array of editorial content from the publisher’s editorial talent will tell personal stories, practical tips and tasty recipes to inspire Coffee Morning sign ups. This will include food and drink round-ups and hosting advice from Indy Best and food critic Hannah Twiggs, soundtrack wisdom from in-house music guru Roisin O’Connor, and of course, baking content to minimise effort and maximise enjoyment from Tasty UK’s creators.
- Eye-catching content will make the campaign unmissable over the summer. This will include dynamic countdowns to the official Coffee Morning, Display Activations around relevant topics, interactive brand stories, and amplification through Tasty UK’s social channels.
Geordie Greig, editor-in-chief, The Independent, comments: “At The Independent, we know our readers care deeply about making a difference – and they act. That’s why we’re so proud to partner with Macmillan on this joyful and powerful campaign. ‘Let’s Do It’ is more than a call to arms – it’s a celebration of connection, community, and compassion. We hope our readers will join us, raise a cup, and help make this the biggest Coffee Morning yet.”
Craig Fordham, director of public fundraising, Macmillan Cancer Support, remarks: “We are delighted to be working with The Independent for our 35th anniversary of Coffee Morning. This partnership will help us to inspire even more people to get involved and host their own Coffee Morning in a way that works for them. Getting behind the cause has never been more important, there are almost 3.5 million people living with cancer in the UK and not everyone is getting the care they need, vital funds raised help us on our mission to ensure better cancer care for everyone. So why not join us this year, have some fun along the way, and raise a little or a lot to help more people with cancer get the best care the UK has to offer.”
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