Breast Cancer Campaign

Wearing it Pink year after year

Breast Cancer Campaign’s Wear it Pink® is one of the UK’s biggest annual fundraising events. We re-launched Wear It Pink in 2004

The theme of the campaign was refreshed year on year, and the style and feel was then applied to many different activities including walking, running, cycling and schools fundraising.

In 2005 ‘Wear it Pink’ raised £1.7m, but Breast Cancer Campaign didn’t know what parts of the event were successful. We helped them apply direct marketing techniques to the campaign to enable them to identify different supporter types by profile, need and motivation to develop a comprehensive testing strategy.

Now it raises over £3.5m!

We came up with the concepts and created all the fundraising materials for the participants. In 2008 as part of the pre-mailer we sent the VIP segment a red sock with instructions to put it in with their whites so they had something pink to wear on wear it pink day.

What's good about it?

It’s the one day a year when hundreds of businesses, schools and community groups take the time to recognise the need for research into breast cancer – and raise the funds to make it happen.