The charity is inviting supporters to “Frock breast cancer” and hopes to turn October, into Frocktober in a similar move to Movember – the charity initiative in November that asks men to grow moustaches to raise awareness of men’s health and prostate cancer.
It wants supporters to invite friends and family to get together and dress up in their most glamorous outfits and donate £5 to the charity. It says Frocktober is about “dressing your best for a good cause”.
It will send fundraising “handbag” packs to supporters including advice about what kind of event to host and posters to help promote the events and raise more money.
Cancer research is also hoping to gain awareness of the event through social media with the #frockbreastcancer hashtag and Facebook activity.
The Frock Breast Cancer event was developed by The Good Agency, which has previously worked on Cancer Research UK’s Shine event and Race for Life 2011.
Other charities such as Oxfam are looking towards community fundraising initiatives, rather than traditional advertising, as a way to drive engagement and get more people involved with fundraising.