Voluntary Sector: Cancer charity in TV-led campaign

Breast Cancer Care is supporting its first TV advertising campaign, which stars celebrities affected by breast cancer, with a PR assault.

Cherie Blair and Jerry Hall are among those who appear in the ads.

The charity is using the ad - created by M&C Saatchi and directed by award-winning film director Mike Leigh - as a news hook for women's consumer magazines and newspapers.

Feature angles sold into women's media also include a behind-the-scenes look at the filming of the ad.

Breast Cancer Care wants to raise its profile as a provider of emotional support and practical assistance for sufferers of the disease.

The ad, which airs from14 March, will aim to differentiate Breast Cancer Care from other cancer charities by promoting its services, such as its website and helpline.

It aims to raise funds by publicising the charity's pink wristbands, which can be bought for £1.

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