Interview: Jane Heath

The head of communications and marketing at Breast Cancer Care talks to Gemma Quainton about the charity's recent rebrand

Jane Heath
Jane Heath

- What does your role involve?

I lead a team of 11 people responsible for brand, marketing, press & PR and internal communications. I've been working at Breast Cancer Care for two years.

- What campaigns are you currently working on?

Our main campaign for Breast Cancer Awareness Month is on the impact that breast cancer has on a woman's confidence. In a recent survey that we carried out, the majority of women who had had treatment for breast cancer said it had affected how they felt about their bodies, their sexual relationships and their confidence for years afterwards. We want to get the message out that there is support available.

- Talk us through recent changes to the charity's branding

The aim of the rebrand was to stand out from the "pink fog" of the crowded breast cancer sector. We want to show that we are different - we provide support rather than research, so we can reach the people who need us sooner. We believe the boldness and distinctiveness of our new visual identity will help us do this.

- How important has it been to communicate the new look?

It is vital to communicate our new look for it to be successful. We are aware that not enough people know who we are and what we do. With our new look, we aim to reach people affected by breast cancer as early as possible and to attract supporters to help us raise more funds to grow our services. But we can only do this by getting the rebrand out into the world.

- What advice would you offer other charities considering rebranding?

My main tip would be to involve people from the groups you are trying to reach. We worked closely with people with primary and secondary breast cancer, as well as their families and breast care nurses. There is no way that we could have created an effective rebrand without their input, and it is one of the main reasons that we are confident our new identity will be a success.

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