FUNDRAISING NEWS: Genesis launches £10m appeal

CLAIRE SAMES

A breast cancer charity needs to raise £10 million to build Europe's first breast cancer prevention centre in Manchester.

The appeal is being run by Genesis, the breast cancer research and prevention charity, whose patrons include Joan Collins and Maureen Lipman.

Lester Barr, chairman of the Genesis Appeal, said: "Breast cancer afflicts one in 10 women at some time during their life. Our ambition is to make that statistic 'none in 10' and create a future that is free of this terrible disease."

The centre is planned to open in 2005 and is set to become Europe's largest programme of research, prevention, early diagnosis strategies and screening.

To help reach the ambitious fundraising target and breathe life into the appeal, a mixed media programme will run over a two-year period. The programme comprises TV ads, cinema, outdoor sites, press, radio and direct mail.

The campaign features the headline: "Breast Cancer

which has been adapted to read "Beat Cancer

by bricking out the letters 'R' and 'S' in the words.

The charity is trying to find free advertising space from media owners to help it run the campaign. So far it has secured 48-sheet poster sites in Manchester, as well as a cinema campaign at UCI, AMC and the Odeon in Manchester city centre.

The charity has worked closely with full-service agency Feathers Brooksbank, which has donated its services, and RMS, a PR outfit in Hale, which has been driving the media coverage for free.

Taking the pink ribbon associated with Breast Cancer Awareness Month, the charity is introducing a new logo which has been designed free of charge by PHWT, a Manchester-based design agency. PHWT has slightly altered the ribbon with the Genesis name appearing on the bow and the dot on the 'i' in the charity's name depicting the bow.

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