Governance | Hugh Radojev | 15th June 2015

Breast Cancer Now, which was formed by the merger of Breakthrough Breast Cancer and Breast Cancer Campaign, has launched today with a new ad campaign and the ambition to “stop breast cancer deaths by 2050”.

The new organisation, which will have an income of around £27m, according to the latest accounts filed with the Charity Commission, has unveiled its logo and branding today.

According to a statement, the new name and brand: “conveys the urgency required to stop women in the UK dying from breast cancer. Its mark representing the endeavour, dedication and hearts of the supporters and researchers behind the charity’s life-saving work.”
The brand was created by London-based creative consultancy The Clearing.

Fiona Hazell, director of communications and engagement at Breast Cancer Now, said: “It’s great finally to share our new name and identity; today marks the start of a new era.

“We have the brightest scientific minds across the UK already working hard behind the scenes to discover how to prevent breast cancer, how to detect it earlier and how to stop it taking lives. We want everybody who’s been touched by breast cancer to join us, to stop lives being lost to this terrible disease for good.”

The charity wouldn’t say how much the new branding cost to create, Baroness Delyth Morgan, chief executive of Breast Cancer Now told Civil Society News: “The Clearing tendered for the work as part of a four-way pitch process, and we therefore secured their time and expertise at a very competitive rate – they significantly discounted their usual fee for this project.”

Breast Cancer Now’s first television advert (embedded below) portrays real breast cancer sufferers and outlines the charity’s aim to end breast cancer by 2050.

Breast Cancer Now would not disclose the cost of the ad, but Morgan said: “The brand launch campaign will generate significant income for the charity, and we have also been able to maximise our spend across the campaign – which runs from June until November – by working with some agencies and media owners through discounted rates, or even completely pro-bono. We’ve also used our in-house expertise wherever possible to minimise costs even further.”

When asked about the organisation’s plans for the rest of the year, Morgan said: “This year, we’ll be focusing on secondary breast cancer – where breast cancer has spread to other parts of the body – which is currently incurable. It kills nearly 12,000 women a year and there is so much in research, treatment and care that we need to improve.

“We’ll be looking to build on existing collaborations with corporate partners and other charities and institutions, as well as developing new ones, to make this happen.”