How do you launch a fundraising programme to support pioneering research into personalised breast cancer diagnosis when you have a limited budget?
Addenbrooke's Charitable Trust (ACT) is the registered charity dedicated to supporting innovation in patient care across Cambridge University Hospitals NHS Foundation Trust, which runs Addenbrooke’s and the Rosie hospitals.
ACT needed a fundraising campaign to support a new pioneering research study which could make personalised breast cancer diagnosis and treatment a reality.
With a limited budget, ACT needed a campaign that could not only work across video and DM but also provide a basis for social media content and achieve PR coverage.
The Honest approach
We developed the "Bracode" campaign that features ten women volunteers to represent the ten different sub-types of breast cancer. The lives of these women have all been touched by breast cancer in some way. They are all wearing the same size of bra and are featured with the campaign line “One size bra won’t fit ten different women. So why should one cancer treatment?”.
The video is presented by Patricia Hodge and features the ten women volunteers walking a catwalk in jeans and an ill-fitting bra to an audience of family and friends. Dr Jean Abraham, Consultant in Medical Oncology at Addenbrooke’s, continues to explain that if research can identify the genetic changes that have taken place in each breast cancer patient, then changes could be made to care plans, to ensure that the treatment patients receive the most effective for them.
The campaign ran across video, DM and social media and served as the backdrop for an intimate fundraising event at the BT Tower in London.
The campaign was created to have a strong PR appeal and was covered by BBC and ITV news, local radio and local press.
The campaign has been a real success and raised £1.1m to initiate the research project.