The Metro has redesigned its entire newspaper in support of Breast Cancer Now’s wear it pink campaign with over 40 brands partnering for the special edition.
The free newspaper has undergone a pink makeover today with a pink masthead, dedicated editorial content in the news and features sections and pink design theming throughout the edition.
Over 40 brands have partnered with the Metro for the campaign including Barclays, Fiat, Vodafone and Virgin Media. Each brand has bespoke advertising for the edition with some incorporating the wear it pink’s badge into their advertising.
Metro will donate 10 per cent of its net display advertising revenue from the edition to Breast Cancer Now and has encouraged donations from readers.
The initiative marks the second time the newspaper has undergone an entire redesign for a single cause after the Paddy Power and Stonewall partnership last year for a Rainbow Laces special edition, tackling homophobia in sport.
Trading director at the Metro, Grant Woodthorpe, described the support from the brands involved as “incredible” and praised their efforts. He said it was confident going forward with the latest special edition given the success of the last campaign with Rainbow Laces which showed “the impact a single, dedicated edition of Metro can make, with 91 per cent of our readers agreeing that seeing brands working together like this makes the message so much more powerful.”
Breast Cancer Now’s senior fundraising products manager, Ellie Adam, said the charity was “excited” to have partnered with the Metro and thanked them for their “amazing support”.
Ellie added that “the money raised by wear it pink goes towards cutting-edge research carried out by Breast Cancer Now scientists, to stop this devastating disease.”