Breakthrough Breast Cancer: ‘touch look check’ campaign
An excellent campaign that increases awareness of breast cancer, gives excellent advice on how to spot the early signs of breast cancer and acts as a springboard to recruit large numbers of regular donors.
Type of charity:Healthcare.
Country of origin:UK.
Breakthrough Breast Cancer and Open Fundraising.
Name of exhibitor:Katia de Gregorio
Date of first appearance:October, 2012.
This campaign aimed to deliver two of Breakthrough’s strategic goals: to increase knowledge of the warning signs of breast cancer and to increase large-scale financial support.
About 50,000 women are diagnosed with breast cancer every year in the UK and every month a thousand women die from the disease. Early detection offers the best chance of survival but Breakthrough’s surveys have highlighted that only two per cent of women could name five signs of breast cancer and less than half of women remembered to check their breasts regularly.
With the number of diagnoses increasing, the need for Breakthrough’s work beyond early detection is greater than ever. To fund this Breakthrough also needs to transform its levels of support and specifically to find new ways of recruiting regular donors.
‘Touch look check’ (TLC) breast awareness information was an existing asset but had not been taken to a mass market before. With breast cancer being the most common cancer in the UK it was relevant to millions of women. So Breakthrough developed a proposition that actively promoted the free TLC guide to individuals, with a follow-up fundraising ask.
Mobile phones were at the heart of the campaign as they:
This campaign genuinely fused Breakthrough’s charitable and fundraising work and had significant impact on both areas.
In the October 2012 pilot:
Projections suggest that the long-term return will be in line with or better than existing regular giving recruitment channels.
This is an unusual campaign that genuinely fuses the charity’s charitable and fundraising work and has had significant impact on both areas. It makes an existing asset accessible to millions, opening their eyes to the relevance of the cause and creating a springboard for a conversation about financial support.