The revamped branding will support the ‘Join the fight for women's survival'-themed campaign, which has been developed by Ogilvy. The activity intends to boost the charity's stand-out during Breast Cancer Awareness Month in October and encourage individuals to support its work.
The new-look branding uses pink camouflage and will extend to much of Cancer Research UK's breast cancer awareness activity including a pink camouflage ribbon and a camouflage version of the charity's limited-edition rubber duck.
Other activity to take place under the new identity includes a range of Cancer Research UK pink items available in the charity's shops, door-drops as well as local community fundraising events. The charity's corporate partners for the campaign include Tesco and Handbag.com.
Last year's breast cancer awareness campaign was a huge success reaching 64% of the UK's female population
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