Avon drafts in support for breast cancer fundraiser

Avon Cosmetics is stepping up its annual breast cancer awareness cause-related marketing programme by appointing a PR agency to promote the initiative for the first time.

Capella Communications is charged with spearheading the campaign from July to September. While Avon has raised funds for research charity Breakthrough Breast Cancer for the past 13 years, it is also tying up with rival charity Breast Cancer Care this year for the first time.

Avon has asked celebrities such as Cilla Black and Denise Van Outen to nominate a track for a special CD. The firm has also commissioned Arlene Phillips, choreographer of the BBC's Strictly Come Dancing, to update 1960s craze 'the shake' for inclusion in LA Fitness dance classes.

A viral campaign featuring 'a dance-based game' will be sent to Avon customers, while media relations will target women's titles, regional and national press, and health and fitness titles.

'We want to raise money until a cure for breast cancer is found,' said Avon corporate PR manager Ann Campbell.

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