Breast Cancer Care has appointed agency Iris to handle the brief for the campaign following a competitive pitch. Iris has been tasked with helping to raise awareness of the campaign, attract registrations and boost conversion rates.
Breast Cancer Care's current ‘In the Pink' activity, which has run for the past four years, will be replaced with a ‘Pink Fridays' strapline.
GMTV presenter Jenni Falconer is acting as a brand ambassador for the campaign.
The charity is launching a new ‘Pink Fridays' website this month and is encouraging people to get involved in group activity events from clothes swaps to getting dressed up and having a party to baking scrumptious cakes.
An integrated campaign will target organisers and participants and will include direct marketing, fundraising packs and a social-media strategy.
The campaign will aim to give people nationwide a ‘Friday feeling' and encourage involvement with friends at home, work and at school.
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