Brave the Shave Campaign

The Brief
Brave the Shave is one of Macmillan’s flagship fundraising campaigns. I was briefed to evolve the creative strategy to engage a younger audience and help drive donations beyond the previous year’s total of £2 million — with a bold new target of £5 million.

The Creative Solution
Working alongside a copywriter, we developed and pitched two distinct creative routes — one fun and playful, the other emotive and heartfelt — both designed to resonate with a new generation of fundraisers.

After testing and internal feedback, the emotive route was chosen. We refined the concept by pushing the tone of the headlines and pairing them with striking, authentic photography. The campaign struck a chord — not only hitting but far exceeding the fundraising target, raising an incredible £7.5 million.

This success helped reposition Brave the Shave as one of Macmillan’s most high-impact fundraising products. I also art directed and produced all updated illustrations for the supporting microsite.