Film, TV, print, digital, social

 

Every Year 55,000 people in the UK are diagnosed with breast cancer. Despite this, calls to Breast Cancer Care’s support line had declined by 12% from 2010. With brand awareness at just 5%, the charity was getting lost in the “the sea of pink.” Our brief was to help build awareness and increase the volume of calls to their support line.

 

We broke the mould of breast cancer campaigns by focusing on the ‘care’ in Breast Cancer Care as opposed to the shocking nature of breast cancer itself.

 

Our ‘DAYS’ campaign gave real people a platform to tell of their own breast cancer journey, highlighting the charity’s point of difference – that they are there for people for the very first moment breast cancer enters their lives. This subtle difference really resonated with the audience; providing powerful messages of hope, care and compassion rather than negativity. It worked.

 

‘DAYS’ was transformational for Breast Cancer Care as a brand. They saw a 15% increase in calls to the Support Line (a 12% annual uplift period on period) – results that can be directly attributed to our campaign.