Breakthrough in fresh media push

Breakthrough Breast Cancer has signed up model Jasmine Guinness to front its Fashion Targets Breast Cancer 2004 campaign. Guinness replaces Jodi Kidd as the campaign’s face.

Promotional activity will include targeting more features in consumer magazines, national press and broadcast media as well as new fundraising events, according to Breakthrough Breast Cancer head of media relations Fiona Hazell.

The charity has awarded retail comms agency Yellow Door Creative Marketing the PR brief for an undisclosed sum. Hazell said the charity was happy with incumbent Halpern Associates’ work but wanted ‘a change’.

Yellow Door will promote Fashion Targets Breast Cancer awareness month in April, and Fashion Targets Friday on 7 May, until June, said account manager Charlie Boyce.

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