Breast Cancer Now – Celebrating 20 Years of Pink Ribbon Walks

BACKGROUND

ON were asked to help promote Breast Cancer Now’s annual fundraising event, Pink Ribbon Walks, which were taking place across four stunning locations between April and June. The charity was also marking the events’ 20th anniversary of raising vital funds for world-class research and support.

OUR THINKING

To encourage sign-ups for the walks, our approach was to split outreach into two phases targeting broadcasters within an hour’s drive of each location. The team focussed on securing coverage with the charity’s events team, compelling case studies and celebrity ambassadors taking part in the first two walks in early April, with a final burst of activity towards the end of month for those walking in the final two. To highlight why the need for support has never been more important, we provided the latest data showing the number of people diagnosed with breast cancer and built a supporting story around the benefits of getting outside amongst nature.

RESULTS

The campaign was a resounding success with coverage spanning more than 40 broadcasters over the two phases. The pièce de resistance came courtesy of a cracking feature on BBC 5 Live with one of our inspirational case studies, who was participating in all four Pink Ribbon Walk events by walking sixty miles for each year she’s been alive, and the charity spokesperson behind the inaugural event who delved into the history of the walks.