Early diagnosis and cancer prevention were at the heart of this Macmillan campaign, as well as the need to raise essential funds. With a non-traditional audience of 25-49 year old females, a content-led campaign was devised that delivered potentially lifesaving information via an integrated campaign that included awareness, response and donor acquisition elements. In order to reach this audience an integrated campaign utilised email, social media, SMS and DM as key channels to reach and engage this audience. Advanced analytics provided the basis for the campaign with behavioural data being used to optimise the campaign in real time across multiple channels. The result was a campaign that increased ROI by 60%, generated income 77% above target as well as provided a reach 76% above target.