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
- Senior copywriter story uk limited Negotiable depending on experience, Edinburgh
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Freelance Mid-weight Digital Producer Red Sofa London £200 - £250 per day, London
- Traffic Manager Red Sofa London £22000.00 - £25000.00 per annum, London
- CALLING ALL DIGITAL PROJECT MANAGERS Red Sofa London £25000 - £75000 per annum, London
- What the end of Page 3 means for advertising
- Havas partners with Facebook's Atlas for multi-device ad targeting
- Daily Mirror publishes its own tits on Page 3
- 'This girl can' tops Campaign Viral Chart
- John Brown Media appoints Rebekah Billingsley to head of digital and content strategy role
- 'You don't have to explain yourself if you are getting the job done,' says Tracy De Groose on work and motherhood