# Breast Cancer Care launches first TV advertising campaign

- Link: https://fundraising.co.uk/2005/03/04/breast-cancer-care-launches-first-tv-advertising-campaign/
- Published: 2005-03-04T00:00:00+00:00
- Author: Howard Lake

Breast Cancer Care’s first TV advertising campaign will be aired on 14 March 2005.
Created by M & C Saatchi, it has been directed by award-winning film director Mike
Leigh and features a host of celebrities.
Breast Cancer Care’s ‘Strength through
Support’ campaign aims to make more people aware of the key services that the charity
offers to those affected by breast cancer across the UK. The campaign will run on
TV and in print media for three weeks. Everyone involved has given their time for
free.

All of the celebrities who appear in the advertisement have been touched by breast
cancer in some way. They include charity patrons Cherie Booth QC, Geri Halliwell
and Joan Bakewell and celebrity supporters, Denise Lewis, Jerry Hall, Denise Van
Outen, Zoe Ball, Alison Steadman, Lorraine Kelly and Meera Syal.

The campaign began when Martha Greene, owner of top London restaurant, Villandry,
who recently had breast cancer, approached Breast Cancer Care with a proposal. She
introduced the charity to M & C Saatchi, who devised an advertising creative for
TV and print and then approached Mike Leigh who was keen to get involved. Simon 
Dicketts, Executive Creative Director of M & C Saatchi, then devised a talking heads
style advertisement in which each person delivers one line of the script, beginning
with the line “If breast cancer were able to choose…”

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In addition to Breast Cancer Care’s own TV ad placements, QVC, the charity’s official
broadcaster, is supporting the campaign by airing the advertisement.

Dorothy Perkins will also be supporting Breast Cancer Care by providing in-store
poster space for the campaign.

As part of the campaign, Breast Cancer Care has produced a new fuchsia pink wristband,
embossed with words which echo the message of the campaign – SUPPORT KNOWLEDGE STRENGTH.
This fashion accessory will sell for £1 and can be ordered online at Breast Cancer
Care’s website. Dorothy Perkins is the official clothing retailer of the wristbands
which will be available in 500 of their stores.

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