New theme for CRUK's 2009 breast cancer campaign
Howard Lake | 4 September 2009 | News
Cancer Research UK has launched a new campaign theme and identity for its 2009 breast cancer awareness activity.
The theme of ‘Join the fight for women’s survival’ has been developed by Ogilvy, and is intended to encourage individuals and organisations to support the charity’s research during Breast Cancer Awareness Month (October).
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A new pink camouflage identity will run throughout many elements of the campaign, including a pink camouflage ribbon, and a camouflage version of the charity’s limited-edition rubber duck.
The campaign patron is Nicole Kidman and Judi Dench has also designed a limited edition rubber duck. ‘Join the fight for women’s survival’ will be supported by a national and regional PR and marketing campaign.
The charity reports that last year’s breast cancer awareness campaign reached 62% of the UK population and 64% of the UK’s female population.
Corporate partners include Peacocks, Tesco, Pampered Chef, and handbag.com. The latter will asks readers to show their support by donating a handbag to their local Cancer Research UK shop, and will then hold a celebrity handbag auction.
Other activities that will accompany the PR campaign include a range of Cancer Research UK pink items for sale in the charity’s shops, a direct giving door drop and local community fundraising events, such as pink parties and walks.
www.jointhefight.org.uk
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.