Breakthrough Breast Cancer and Shelter work with Chameleon to raise awareness of both charities online

By Gillian West | Social media manager



cancer research article

May 22, 2013 | 3 min read

National charities Breakthrough Breast Cancer and Shelter have both turned to digital charity specialist Chameleon to help raise awareness of each cause.

Breakthrough Breast Cancer has tasked Chameleon with overhauling its online presence in a bid to encourage deeper engagement with existing supporters and create relationships with potential and new supporters.

The new site, which has been soft launched, has been enabled to run across desktop, tablet and smartphone and is fully responsive to provide optimal user experiences across all devices. Chameleon used Emotional Response Testing, a technique used for collecting user feedback on creative work, during the sites build in order to ensure the site appealed to the target audience.

“Our site is a key channel to help us communicate our work, need for support and the impact we are making for people affected by breast cancer. Drawing on their unique experience and insights from the digital charity space, Chameleon has designed a new online experience that’s intuitive, seamless and helps take the Breakthrough Breast Cancer brand to the next level,” said Deanne Gardner, assistant director of communications and brand management at Breakthrough Breast Cancer.

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Jeremy Davis, client services director at Chameleon, added: “We set out to ensure that Breakthrough Breast Cancer stood out as an outstanding, innovative brand rather than a purely tactical platform. The website now portrays Breakthrough’s objectives and priorities and works as a key strategic tool. We’re thrilled that the insight gleaned from our research has also had organisation-wide, strategic impact.”

In terms of Shelter, Chameleon has been chosen as the charity’s new strategic platform to work across its online platforms on an ongoing basis, focusing on all aspects of the user’s journey from traffic acquisition through to donor conversions and event registrations.

The agency will also redesign the housing and homelessness charity’s existing donation and event management platforms as well as providing optimisation and conversion analysis to maximise online giving.

Of the appointment, James Hoare, head of data management and insight at Shelter, commented: “At Shelter we place great importance on keeping pace with digital developments. We set out to work with a digital partner who could support us across the spectrum of online fundraising – influencing each step on the journey people take from first contact through to becoming a supporter.”

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