Breast Cancer Campaign

Breast cancer doesn’t just affect people with breast cancer.

The challenge
The Good Agency has been working with Breast Cancer Campaign to develop their fundraising appeals programme. Over time we’ve worked together to move the approach from being purely about medical research to incorporating stories about women affected by breast cancer. It’s about emotion and empathy as well as tangible impact. Together they add up to a powerful proposition.

Strategy
Not surprisingly, a personal connection lies behind many donations to Breast Cancer Campaign. So we looked to highlight the different ways in which breast cancer can affect someone’s life to increase the relevance of our messaging.

Creative
We showed the affect breast cancer has had on Anne through the eyes of the people who love her – her husband, daughter, friends and even her doctor. Not only did this illustrate the wide impact of the disease, it allowed supporters to identify directly with the story we were telling, whatever their experience. In other words, it was relevant whether they’d had breast cancer themselves, or loved someone who did.

The letter, signed by a research scientist, presented a rational case for support based on actual research the charity is funding. That’s the tangible bit, and equally as important.

What's good about it?

We wouldn’t be talking about it if it hadn’t worked. This appeal significantly exceeded both response and income targets. Which means more money for breast cancer research, and fewer women, partners, children and friends affected by breast cancer.