Breakthrough Breast Cancer appoints CMW

Breakthrough Breast Cancer has appointed CMW to handle its Fashion Targets Breast Cancer campaign.

The agency will create an outdoor, digital and social media campaign as well as a PR drive for the charity’s 2010 campaign, which breaks in March.

The campaign will focus on the charity’s target logo and is expected to star a number of celebrities.

Previous campaigns have starred Naomi Campbell, Kate Moss, Twiggy, Gisele and Natalie Imbruglia.

Fashion Targets Breast Cancer was launched in the UK in 1996 and has raised £10.5m for Breakthrough.

This year, the charity developed retail partnerships and encouraged retailers such as Marks & Spencer, Topshop, Coast, Laura Ashley, mywardrobe.com, River Island and Warehouse to develop their own black and white fashion items and donate 30% of the sales to the charity. 

The retailers will continue to support the cause this year and aim to raise over £1m.

Since its launch, Fashion Targets Breast Cancer has raised over £10.5 million for the charity.

Chris Askew, Director of Fundraising at Breakthrough Breast Cancer said “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 it fresh and engaging after 13 years on the high street.”
 
In August, Breakthrough Breast Cancer revealed a new brand identity and website as part of a five-year strategy.

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