I love this because I love innovation, simple participation, and clear calls-to-action. With the ‘Infi-knit‘ campaign Macmillan Cancer Suppport delivers on all three.
The charity starts with a stat:
“One in five people living with cancer turn off the heat during winter, even though they feel cold”
followed by a concern:
“energy prices [are] set to rise and freezing temperatures [to spread] across the country”
– and then make their ask of us:
“we need your help more than ever to make sure people with cancer keep warm without the worry.”
Essentially, ‘Infi-knit‘ is a petition – a public demonstration to tell Government to be mindful of fuel poverty amongst people living with cancer, who feel cold more profoundly when being treated.
The unique twist is that the petition is being crowdsourced through answers to the question “what makes you warm” actually being knitted into a super-sized scarf, and handed to Downing Street.
The time is ripe (so great planning by Macmillan’s Policy team) because next April, the Warm Home Discount will be introduced – giving certain vulnerable groups money back on their energy bills. The Coalition are consulting the public and lobbyists right now on who should be eligible for this discount.
Infi-knit feels really participatory, isn’t making a financial ask right now (although I’m sure in the New Year I shall receive one via email), and best of all is fun. It rings perfectly with Macmillan’s ‘Good Day’ message; not eliciting pity or sympathy, but rather universalising the subject matter (made even more impactful because of the extreme snow and cold conditions right now).
Disclosure: I don’t work for Macmillan, but they (and Marie Curie Cancer Care) played a key role in the support of a member of my family this year. I just think credit where it’s due – this is a well conceived campaign. Well done.