Macmillan will roll out the identity throughout the year, beginning with a direct-response poster campaign by Wolff Olins around this year's London Marathon on 23 April.
The posters, which will urge people to make a donation via SMS, will appear on escalator panels at London Underground and Docklands Light Railway stations located at the start and finish of the marathon course.
Macmillan claims the new name better reflects the help it offers both cancer patients and carers. It also coincides with its latest research into the effects of cancer diagnoses, entitled 'Worried Sick?'
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