THE LAUNCH OF THE FIRST MAJOR CHARITY BRAND OF THE 21ST CENTURY IN THE UK
Breast Cancer Now is the new charity created from the merger of Breast Cancer Campaign and Breakthrough Breast Cancer, with the ambition to stop women dying from breast cancer by 2050. We’ve worked closely with stakeholders from both legacy charities to develop the new charity’s name, brand positioning, visual identity and tone of voice.
The brand has a huge job to do. Despite real progress made through research, the UK still has one of the lowest survival rates in Europe, with 1,000 women dying each month. We had to create a bold, simple and powerful brand to help the new charity stand out, and keep breast cancer at the top of the agenda.
To do this the visual identity uses bold type, and a simple colour palette of a natural pink – pink is already synonymous with the disease – coupled with a dark grey, that will help Breast Cancer Now stand out in the current world of magenta, whilst also helping connect directly to men and younger audiences that will be so vital for its future.
The new symbol represents Breast Cancer Now’s role at the heart of breast cancer, and recognises that the charity only exists through the love and dedication of all the supporters who give so much time and effort raising money that will fund the vital research needed to stop women dying from this dreadful disease.
The name reminds us that we all have to act now to make sure this happens. And the strong temporal dimension of the tone of voice reinforces this call to action. Unlike many charities, however, the tone of voice deliberately avoids using the language of contest – such as ‘fighting’ or ‘losing the battle’ – which our research found to be viewed very negatively by supporters and those affected by breast cancer.
The brand launches with a powerful, multi-channel advertising campaign, The Last One, a poignant hard-hitting ad created by Rainey Kelly Campbell Roalfe/Y&R featuring real women with breast cancer speaking frankly about the realities of the disease. You can watch the ad here.
Half a million women in the UK are living with the fear that their breast cancer might return and spread to other parts of their body, known as secondary breast cancer, which is currently neither preventable nor curable. Using the combined expertise, capacity and research portfolios of its legacy charities, Breast Cancer Now will unite everybody touched by breast cancer to be the generation that finally puts an end to the disease. We’re extremely proud to be part of creating the new charity.