Breast Cancer Now: where legacy takes the role of a brand advert

 

Our advert for Breast Cancer Now is one of our favourites. Why? Because it engages the audience in a really powerful way and because the proposition is based at the heart of the brand, it is one of the best examples we have created of where fundraising goes hand in hand with brand.

It provides that strong bridge between fundraising and brand due to 4 key elements:

  • The insight is what we call a “human truth”; it’s at the heart of how we already think/believe … and like most good insights, it’s simple and obvious.

  • The brand positioning has been created in a way which provides a natural link between fundraising and brand … which do not always sit happily together.

  • Legacy promotion should be strongly values-based and has to provide more of a solution message than many other forms of fundraising which are reliant on a strong need in their messaging … so the construct of legacy messaging, when done well, lends itself to an emotional representation of the brand.

  • The creative execution is fantastic (even if we say so ourselves) as it brings to life the insight/brand positioning in a way that made the audience both smile and cry.

A little more on the insight and proposition development before we let the advert do the talking.

One key word popped out at us when delving into the brand … “sisterhood”. It immediately conjured up a range of images and everyday scenarios. It’s what we call a human truth and not just because of the insidious disease that affects (mainly) women; in the wider world over the last few years, we have had #metoo and the continued pay inequality highlighted by coverage of BBC staff pay.

These have all cemented that coming together, that “sisterhood”.  So, our simple legacy proposition “a gift for ALL women” tapped into this feeling of sisterhood.  The creatives were asked to explore the following: “how do we bring to life (happy and sad) that feeling of everyday sisterhood?”

Whilst the advert generated a good number of gift-in-will enquiries, it also (and as importantly) scored particularly well on brand consideration scores.

Let the smiles and tears flow!

 

Bio

Poppy is a Creative Strategist at DTV and has worked in fundraising for more than 6 years. Poppy works closely with a large range of charities globally, developing creative propositions and approaches for a variety of campaigns and products in the sector.

 
Debora Montesoro