Awareness campaign close-up: Second pink day for breast cancer

Organisation Breast Cancer Campaign Campaign Wear it Pink Date 29 October PR team In-house Budget ‘Nominal’

Breast Cancer Campaign is using support from former England rugby captain Will Carling, the charity’s patron, and former BBC royal correspondent Jenny Bond to support its forthcoming ‘Wear it Pink’ fundraising effort.

Former Hollyoaks actress Terri Dwyer and Charlton Athletic Football Club are also backing the event, which will take place on 29 October – the last day of the cross-charity Breast Cancer Awareness Month – and is being held for the second time this year.

The day – during which people wear pink and give the BCC a minimum £2 donation – aims to raise funds and awareness of BCC’s efforts to research the cure for breast cancer, the most common form of cancer in the UK.

National and regional print and broadcast media and national consumer magazines have been targeted since April to promote the day. An audio news release has been sent to regional radio stations, while an interactive viral email campaign directing receivers to www.wearitpink.co.uk has been devised.

Ads will run on buses in London and Birmingham and free online ad space has been secured.

Wear it Pink launched last year and raised more than £600,000, winning the Fundraising Campaign of the Year award at last month’s UK Charity Awards.

For further information contact Breast Cancer Campaign director of comms and marketing Sangeeta Haindl on 020 7749 3728.

Awareness campaign data supplied to PRWeek by Foresight. Visit www.foresightonline.co.uk

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