Breast Cancer Care is to revamp its marketing and communications strategy ahead of a five-year plan to double its annual donations to &£10m.
The review will look at the charity’s high-profile celebrity programme and the effect this has on the public, as well as perceptions of its iconic pink ribbon logo and how Breast Cancer Care can differentiate itself from the plethora of other cancer charities. The charity is to hire a corporate identity agency to carry out the project.
In the past Breast Cancer Care has used young women, such as Geri Halliwell, in its campaigns, but the charity will assess whether to bring in older women or even men as brand ambassadors.
Fundraising and marketing director Alex Ford says the charity does not intend to move away from”glitzy celebrities” but says that it will look at using different types of public figure to diversify its appeal.
The charity receives 85 per cent of its funding from link-ups with companies such as Asda. This year it will link up with the Feel Good Drinks Company for a marketing campaign featuring celebrities such as Sophie Ellis Bextor and Hermione Norris.
Feel Good’s product comes in three variants, but Ford says that the company is considering launching a pink variant later on in the year to tie in with Breast Cancer Care’s logo.