Digital Campaign of the Week: Breast Cancer Campaign

The cancer research charity has launched an online offensive to promote its annual Wear It Pink fundraising campaign

From the charity's Wear it Pink video
From the charity's Wear it Pink video

What is it?

Breast Cancer Campaign has been making the most of all of its social media channels to encourage people to take part in its annual Wear It Pink fundraising campaign, where people wear pink on 24 October to raise money for breast cancer research.

On Twitter the charity has been using the hashtag #WearItPink to encourage people to share the outfits they are wearing and other preparations they are making for the day, and the response to this has been impressive.

The charity has also set up a microsite for people who are taking part in the fundraiser, which raised £2.1m in 2013. This site allows them to find out information about the campaign, order a fundraising pack and pay in money - all in the same place. This page also includes an animated video to promote the campaign.

On Facebook, they have created a photo album that contains images of national landmarks lit up in pink in support of the campaign, and posted pictures encouraging people to nominate their friends.

On top of this, there is also a selection of badges and banners that people who are supporting the campaign can download and add to their social media profiles or websites.

Why now?

October is breast cancer awareness month, in which charities aim to raise awareness of the symptoms of the disease as well as raising money. Breast Cancer Campaign's website says the charity tries to limit its use of the pink ribbon, a symbol of breast cancer awareness, to this month "to ensure it has more impact".

Who is supporting the campaign?

Celebrities including the TV presenters Zoe Hardman and Kirstie Allsopp and the former Olympic swimmer Rebecca Adlington are supporting Wear It Pink, and companies including the Huffington Post and Tesco have posted online to say their staff are taking part.

Third Sector verdict

Although the fundraising element of this campaign happens in the real world, the online element of it has clearly been well thought through and meticulously executed, making the most of all social media channels. The fact that the charity's Twitter timeline is full of messages thanking people for their fundraising efforts shows that the online team have clearly made an effort to engage with supporters, and this will contribute to the success of the campaign.

As Breast Cancer Campaign's primary aim is to fund research, there is not much of a focus on making people aware of how to spot breast cancer, although some of the pages on its website do link to this online quiz. However, the huge online reach of the campaign might encourage people to seek this information out for themselves. 

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