Business Charity Awards 2016: Marketing Initiative of the Year - Marks & Spencer with Breast Cancer Now for Spark Something Good and Help Beat Breast Cancer

For a marketing initiative between a business and a charity that has helped to promote the charity's work, or helped to raise funds

Breast Cancer Now's campaign with M&S featured seven women affected by the illness
Breast Cancer Now's campaign with M&S featured seven women affected by the illness

What was the initiative?

Marks & Spencer extended its 14-year partnership with Breast Cancer Now by launching the fundraising and awareness-raising campaign Spark Something Good and Help Beat Breast Cancer. The partnership plans to raise £13m over the next five years.

What did it do?

The campaign featured seven women affected by breast cancer modelling a designer lingerie range, including a post-surgery bra. M&S worked with the model and actress Rosie Huntington-Whiteley on the lingerie design and with BCN to recruit the models. Flowers, perfume, pin badges and jewellery were also sold to raise funds for breast cancer research. A total of 360 M&S stores ran window displays dedicated to the partnership for eight days. M&S bra fitters were trained in post-surgery fitting and educating customers on BCN's life-saving breast-awareness message, Touch Look Check. A social media campaign encouraged celebrities and the general public to show their bra straps to raise awareness of breast cancer.

Why did it win?

The campaign raised £360,000 from product sales, in-store donations and employees. BCN will use these funds to kick-start its appeal for a risk-prediction model and wellbeing programme to help prevent 9,000 cases of breast cancer each year. An estimated 28 million people were exposed to the campaign in M&S stores and online, and 29 million through social media.

Finalists

- Benefit Cosmetics with Refuge and Look Good Feel Better

- Pets Corner with Give A Dog A Coat

- Weber Shandwick with ActionAid

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