Breakthrough Breast Cancer awards CMW integrated brief for flagship campaign

09/11/09

CMW has been appointed by Breakthrough Breast Cancer to develop its 2010 Fashion Targets Breast Cancer (FTBC) campaign.

Over the past 13 years, FTBC has raised over £10.5 million for the charity, which is dedicated to the prevention, treatment and ultimate eradication of the disease. The high profile 2010 campaign will break at the end of March and will feature a heavy-weight outdoor element, online and social media campaign and PR activity.

The campaign will play on the heritage of the iconic and much loved brand - putting the target logo centre stage to generate real cut through and maximise awareness.

The creative campaign is expected to feature a range of celebrities who will be shot by a world renowned photographer.

CMW will also produce a microsite to support the campaign, displaying the full range of fashion items in the exclusive collection and collecting data for use in an ongoing CRM programme.

Fashion Targets Breast Cancer (FTBC) was established in 1994 by Ralph Lauren after his friend and fashion editor of the Washington Post, Nina Hyde, died of breast cancer. The campaign was launched in the UK in 1996 by Breakthrough Breast Cancer and, until this year, campaign income was generated through a combination of royalties from bespoke retailer products and sales of Breakthrough’s own FTBC T-shirts.

In 2009, the campaign was taken in a new direction with most of the FTBC income generated by retailer products. Retail partners were encouraged to create their own black and white fashion items, donating 30% of the sale value back to the charity. The initiative was a huge success with retail partners M&S, Topshop, Coast, Laura Ashley, mywardrobe.com, River Island and Warehouse, generating in excess of £1m for the charity.

The 2010 campaign will continue to build on last year’s success, aiming to raise over £1m for Breakthrough, and will be supported by the same retail partners.

Commenting on the appointment CMW’s MD, Martin Nieri said “Breast cancer is a devastating disease that will affect 1 in 9 women in the UK. To work on such a high profile campaign to raise funds for the charity’s research is an absolute privilege for the agency.”

Chris Askew, Director of Fundraising at Breakthrough Breast Cancer said “We are delighted to have CMW on board for FTBC 2010. The new direction we took the campaign in this year has really paid off and the challenge will be to create a campaign that builds on this year’s success, while also keeping FTBC fresh and engaging after 13 years on the high street.

“We are confident that CMW will rise to this challenge and believe they have the perfect mix of energy and creativity to move the campaign forward and help us raise the vital funds we need for Breakthrough Breast Cancer’s life-saving work”.

Paul Vallois
Tel: 020 7927 3657/07747 847 539
Email: paul.vallois@cmwlondon.com

For more information please visit www.cmwlondon.com

For more information on Breakthrough Breast Cancer, please contact Joanna Campbell on 020 7280 4293 or joannac@breakthrough.org.uk

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Fashion Targets Breast Cancer

• Fashion Targets Breast Cancer is the flagship fashion campaign of Breakthrough Breast Cancer, a pioneering charity dedicated to the prevention, treatment and ultimate eradication of breast cancer
• FTBC has raised over £10.5 million for Breakthrough’s research, campaigning and education work over the past 13 years

Breast Cancer

• Nearly 46,000 women and around 300 men are diagnosed with breast cancer each year in the UK.
• Breast cancer is the most commonly diagnosed cancer in the UK and 1 in 9 women in the UK will develop breast cancer at some point in their lifetime.
• More women than ever in the UK are surviving breast cancer thanks to better awareness, better screening and better treatments.

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