# New theme for CRUK's 2009 breast cancer campaign

- Link: https://fundraising.co.uk/2009/09/04/new-theme-cruk039s-2009-breast-cancer-campaign/
- Published: 2009-09-04T15:37:42+01:00
- Author: Howard Lake

![Cancer Research UK Join the Fight logo](https://www.fundraising.co.uk/files/u11/
cancerresearchuk_jointhefight.gif "Cancer Research UK Join the Fight logo")

Cancer Research UK has launched a new campaign theme and identity for its 2009 breast
cancer awareness activity.

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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).

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.

![Camo duck, designed by Judi Dench](https://www.fundraising.co.uk/files/u11/canceresearchuk_pinkduck.
jpg "Camo duck, designed by Judi Dench")

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

 

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