BREAST CANCER NOW – WEAR IT PINK
BACKGROUND:
ON were asked to help promote the 20th anniversary of Breast Cancer Now’s Wear It Pink campaign, encouraging Brits to get involved with the fun, whilst raising awareness and money for an important cause.
OUR THINKING:
With the pandemic seeing millions of Brits going unseen by doctors, and vital research put on hold, we knew the importance of spreading this message as far and wide as possible. In its 20th year, the Wear It Pink campaign has raised millions over the years, but we knew we needed to reach out far and wide to get the coverage it deserves – and in doing so raise as much money as possible this year for the charity. With the brilliant Lisa Riley as our spokesperson, an ambassador for the charity and a star who has experienced loss herself to breast cancer, we knew we had the right person to do this story justice.
RESULTS:
Overall, the campaign was a huge success with coverage spanning nearly 20 radio stations including talkRADIO and BBC London. We were delighted to hear that following on from our radio day, the Breast Cancer Now website received a huge spike in traffic – enabling the charity to be able to tangibly measure the impact of the broadcast media tour straight away.