Macmillan Cancer Support launches April Fool’s campaign

Macmillan Cancer Support has worked with Google to launch a spoof April Fool’s Day campaign featuring fictional island “Macmilland” on Google maps.


The campaign, created by design agency KentLyons, was developed to generate a buzz around the cancer charity’s annual fundraising event, the World’s Biggest Coffee Morning.

The spoof campaign sees the fictional Macmilland Island appear on Google map searches as a genuine landscape. The island, which is in the shape of a coffee cup, is inhabited by rare coffee plants and includes a beach lagoon formed in the handle of the cup.

As part of the campaign, KentLyons set up a blog under the guise of fictional explorer Kai Bentham, who is said to have discovered the new island.

The charity says the April Fool’s Day campaign is the start of a number of “innovative marketing activities” in the run up to the event in September.

Last year, the charity launched a two-month multi-channel advertising campaign featuring the voice of actress Helena Bonham Carter to promote its new free phone service.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here