Breast Cancer Now, the new charity created from the merger of Breast Cancer Campaign and Breakthrough Breast Cancer, has launched today with a new name, identity and multi-channel ad campaign.
London-based brand consultancy The Clearing undertook the work and worked closely with both charities to develop Breast Cancer Now’s brand positioning, name, visual identity and tone of voice.
The charity’s name aims to convey the urgency needed to stop women in the UK dying from breast cancer, with its logo representing the dedication of the supporters and researchers behind the charity’s work.
To launch the newly formed charity an ad campaign will debut tonight (15 June) as the only advert to run during tonight’s Seven O’Clock News on Channel Four. The Last One, created by Rainey Kelly Campbell Roalfe/Y&R, features real women with breast cancer speaking about the realities of the disease which may one day take their lives.
As well as running on terrestrial and digital channels, a fundraising DRTV campaign will run until the end of October.
Jonathan Hubbard, creative director at The Clearing, explained the design process of the new branding: “Our challenge was to develop the first major new charity brand of the 21st century in the UK.
"We needed to capture the bold ambition of the charity and its stakeholders in a new way, embracing the ‘open source’ and collaborative way in which the organisation works. In Breast Cancer Now we believe we have a strong and accessible brand capable of reaching out to, and uniting, everybody affected by the disease.”
The brand has been created so that it can easily be used by the charity’s supporters, the scientists it works with and its corporate partners, including Asda, Marks & Spencer and Debenhams.