Macmillan March 2025

Client: Greene King

Since 2012, Greene King has partnered with Macmillan Cancer Support, with team member fundraising at the heart of the relationship.

The Macmillan March 2025 campaign aimed to raise vital funds for Macmillan’s Support Line and increase awareness of men’s health. The support line provides emotional, practical and clinical support to people living with cancer and their loved ones. For the first half of 2025, employees had a clear goal to raise funds for this one service, with Macmillan March providing a focal point for this. Aligned with Prostate Cancer Awareness Month, the campaign featured the innovative ‘Shoulder to Shoulder’ activation, based on research showing men are more comfortable having difficult conversations side-by-side. A short film, original in-pub materials, and fundraising packs featuring real storytellers encouraged conversations in relaxed, non-clinical settings. Teams were empowered to run fundraising activities, throughout the whole of March. The campaign raised £411,476, surpassing previous totals and increased awareness - securing 45 pieces of media coverage. Macmillan March 2025 showcased creativity by turning research insights into meaningful engagement. Through insight-led content, accessible fundraising tools, and empowering teams, the campaign inspired participation across 1,600 pubs and over 40,000 colleagues. It strengthened employee pride and connection while delivering vital funding and raising awareness for Macmillan Cancer Support. Funding the Support Line in the first half of 2025 raised £1,699,674, enabling support for 12,570 people across 27,749 calls and chats. This was made possible by the incredible fundraising efforts of Greene King staff, with Macmillan March playing a significant role.