The advertising campaign was created by 7after6, a group of advertising experts from a number of different agencies working on a pro bono basis. It celebrates the work of the charity in holding workshops and masterclasses that teach women beauty techniques aimed at “helping them face cancer with confidence”.
The ads, which will appear in print and at an outdoor site in Vauxhall, London, star four women – Suzanne, Kreena, Ellie and Maria – who have all suffered from cancer and attended an event held by Look Good Feel Better. It includes the charity’s new strapline “You use it to face the day, we use it to face cancer”.
The campaign is being supported by digital and social activity which will encourage women to share their stories under the hashtag #warpaint4life. The campaign is the biggest in scope for the charity, aligning its communications behind one theme.
Brands that back the charity, which include Procter & Gamble, Boots, Chanel and L’Oreal, will also be promoting the campaign through digital and social media.
Speaking to Marketing Week Sarahjane Robertson, the charity’s executive director, said the campaign is aimed at involving and engaging with all women, whether they have cancer or not, to help them feel good inside and boost their self esteem. It will form the pillar of Look Good Feel Better’s marketing for “at least a couple of years”, with the charity planning various rotations involving different leading ladies.
“We want to get across the message that when people come out of our workshops they feel like a million dollars. All women should feel confident and positive and we want to raise awareness of our role as an important, relevant and inclusive women’s charity that can help people face cancer with confidence,” she added.
As part of the 20th anniversary celebrations, Look Good Feel Better is also running an experiential campaign, dubbed “On The Move”, which will see a vintage airstreamer rebranded with the charity’s logo visit 20 cities in the UK over the next 20 months. It will provide information on masterclasses and workshops, as well as opportunities to volunteer and fundraise for the charity.
To engage with people, the charity is also running a 20,000 kisses campaign, encouraging people to have a lip makeover and dedicate either a real kiss on a postcard or a virtual kiss via social media.
Ian Daniels, the charity’s fundraising manager, says: “This is about talking to individuals and creating a campaign that touches the hearts of the local communities where we operate.”