Creating breakout for issues
onechocolate was retained by Cancer Research UK to work on two stand-alone projects – encouraging young women to participate in Race for Life events across the UK and raising the profile of BCAM, ultimately positioning them as the most credible spokespeople on breast cancer issues.
onechocolate created campaigns that ran in parallel in order to bolster the credibility of the charity. The activity included an intensive educational campaign in the media to address the issues and fears surrounding breast cancer, as well as a celebrity endorsement programme and press house tour in order to keep breast cancer present on the news agenda. onechocolate also collaborated on a survey and report on breast cancer including the development of a supportive website.
The campaign exceeded targets set over the two years with 123% increase in participation in Race for Life. BCAM became the subject of 65 dedicated magazine features, 12 nationals and 5 broadcast clips with a reach of 33 million.
