Breast Cancer Care trials 'hard-hitting' ad approach
Breast Cancer Care is to swap its pink-themed messaging for a more hard-hitting positioning, including the potential rebranding of its Pink Ribbonwalk fundraiser.
The charity will launch a trial campaign next week, pledging to support ‘the woman behind the cancer’. The ads show a confident woman with a mastectomy scar, no hair or clothes, covered in pills.
Breast Cancer Care hopes to achieve greater cut-through with the more hard-hitting approach, having struggled for brand awareness against Macmillan Cancer Support and Cancer Research UK.
Jane Heath, head of communications and marketing at Breast Cancer Care, said consumers ‘want to see something different and more realistic’.
The results of the trial campaign will be reviewed in the autumn.
The campaign has been developed by M&C Saatchi and The Mill on a pro-bono basis.
This article was first published on marketingmagazine.co.uk
- Commercial Manager Business Centric Services Group Up to £45,000 per annum + benefits, Old Street
- Senior Account Director Dynamic New Alliances Ã‚£55000.00 per annum, City of London
- Senior Project Manager Stopgap £36000 - £40000 per annum, London
- Senior Account Manager Stopgap £32000 - £40000 per annum, London
- Senior Account Manager Stopgap £35000 - £42000 per annum, London
- King backs new Candy Crush game with global ad push
- 7Up kicks off global campaign with urban knitting ad
- Campaign Viral Chart: Sainsbury's Christmas ad tops the table
- Sainsbury's calls £60 million media review
- Brands use social media to congratulate F1 champion Lewis Hamilton
- VisitBritain crowdsources digital marketing campaign