Breakthrough, the breast cancer charity, has shortlisted three agencies
to pitch for a UK launch next spring, with the aim of raising funds
for treatment, research and education.
Bartle Bogle Hegarty, the Gotham Group and M&C Saatchi are competing for
the right to create a major advertising and PR campaign which will
feature a host of supermodels, following on from the success of similar
campaigns in the US and Brazil.
Teresa Dauncey, a director speaking on behalf of the charity, said: ‘We
want to keep up the impetus which is already driving fundraising for
Breakthrough in other countries.’
In the US this year, a campaign created by Fashion Designers of America
with the ad agency, Baron and Baron, used top supermodels such as Cindy
Crawford and Christy Turlington to promote the charity.
UK supermodels, likely to include Kate Moss and Naomi Campbell, are
being lined up for a high-profile campaign to coincide with the launch
of British Fashion Week next March.
Estee Lauder, the cosmetics giant, gave out half a million pink
‘awareness’ ribbons in department stores across Britain in October,
which was breast cancer awareness month.
Breakthrough has not had an ad agency in the UK since Miller and Leeves,
part of BDDP, was appointed to raise funds for a specific project more
than five years ago.
