'The Woman' advertising campaign

Hi all,

I’m writing to let you know about a new advertising campaign that is being launched to promote Breast Cancer Care which you may see over the coming weeks.

One of the biggest challenges we face at Breast Cancer Care is that the majority of the general public are unaware of us. A relatively small percentage of people in UK know who we are and what we do. This means that, unfortunately, when someone, or someone they know, is diagnosed with breast cancer they don’t always know to turn to us for support. It also makes fundraising much harder, as people tend to give to charities they know and trust.

We’re continually working hard to raise our profile through a variety of activities, but this is increasingly difficult when competing with bigger charities with larger marketing budgets for public attention, support and donations. So we were very excited to receive an offer of free help from leading advertising agency M&C Saatchi to develop some eye catching and engaging adverts to help us stand out from the crowd.

After researching different ideas with focus groups of people with breast cancer and those who have not had breast cancer, we’re excited that the new adverts are nearly ready to be revealed. The campaign is designed to promote Breast Cancer Care to people who have not had a diagnosis of breast cancer, but may need our support one day or would like to support a breast cancer charity. As soon as the campaign goes live, we’ll be sure to share the materials with you. We’ll also let you know where and when you can expect to see the adverts.

Best wishes,

Sounds good and so pleased this is being done. Elinda x

Great news, and very exciting!

Best of luck with the campaign, you so deserve it.


Great news and good to hear that you are getting free help!

Excellent. This site is a lifeline and my first thought when I have a question about treatments or just want some friendly support

Sounds really good - looking forward to seeing it.

I don’t know how I’d have survived the last year without BCC!

Jane xxx

I am so glad the " Big Boys " are going to help. We all love the Forums, information booklets , helpline support , peer support etc and perhaps forget the cost involved in producing everything. I read posts about people fundraising for Macmillan etc which is superb , but many forget good old BCC where they are posting their achievements.

What excellent news. This site has become a rather special friend to me over the last few months.

Alanaa xxx

That sounds great. Yjis service is an invaluable resource.

Sassy xx

Brilliant news! You lot at BCC deserve all the publicity/profile you can get. You have been my lifeline this last year and I will never forget that or all the amazing people I have met through the forums or the assistance your brochures and helplines have given.

If I was ever lucky enough to win the lottery, I would give you a hoooge amount!

All the best for the continuing amazing work you all do.


Great news Mike - can’t wait to see the ads! Have been spreading the word of BCC whenever I can.

Hi all,

OK, we’re pleased to announce that this campaign has now launched and will be rolled out through this week. Here’s a link to the campaign web pages which feature text and images from the advert (breastcancercare.org.uk/thewoman). Using the strapline ‘Support for the woman behind the cancer’, the campaign is designed to position Breast Cancer Care as the only UK-wide charity dedicated to providing practical and emotional support to anyone affected by breast cancer. The striking image is designed to show that when breast cancer overshadows everything, we see the person underneath.

The campaign will feature on outdoor advertising, online marketing and our website. The different issues people with breast cancer can face will be brought to life with real life stories told by women with breast cancer via blogs and features - in both the press and on our own site.

We know that this campaign is different to previous marketing Breast Cancer Care has done, which is why we have involved our users throughout the planning process. We’ve also taken advice from our agency, M&C Saatchi, who are experts in advertising, in order to maximise the opportunity and reach the biggest possible audience. We hope that if the campaign is a success, we may be able to repeat it in the future.

If you’ve got any ideas that you’d like to share with us, please do get in touch via <script type=“text/javascript”>eval(unescape(‘%64%6f%63%75%6d%65%6e%74%2e%77%72%69%74%65%28%27%3c%61%20%68%72%65%66%3d%22%6d%61%69%6c%74%6f%3a%74%68%65%77%6f%6d%61%6e%40%62%72%65%61%73%74%63%61%6e%63%65%72%63%61%72%65%2e%6f%72%67%2e%75%6b%22%3e%74%68%65%77%6f%6d%61%6e%40%62%72%65%61%73%74%63%61%6e%63%65%72%63%61%72%65%2e%6f%72%67%2e%75%6b%3c%2f%61%3e%27%29%3b’))</script> and we’ll also listen to all feedback given here on the forum.

Best wishes,

Mike. that’s fab.

I don’t know how I could have got through all of this alone. And thanks to BCC I haven’t had to. Thank you all.