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Macmillan's new campaign shifts from a focus on the emotional and physical struggles of cancer to an exploration of ordinary life with a diagnosis.

Four striking films by VCCP show the hardships of the disease but with a positive message about how life with cancer is still normal life as a mate, sibling, lover or parent. The campaign, based on an insight that 85% of people with cancer do not want to be defined by the disease, will run throughout this year across TV, print, outdoor, radio and social media. The work was created by Colin McKean at VCCP and directed by Jim Gilchrist through Outsider.