The document summarizes the creation of a new brand to unite two merging breast cancer charities. It describes developing a brand framework centered around the core belief of stopping women from dying of breast cancer by 2050, with brand insights focusing on humanity, conviction and belonging. The brand identity and name were validated through extensive research and testing. The launch campaign and objectives aimed to reposition breast cancer as a problem, raise awareness of the new brand, and unite new and existing audiences. The brand launch appears to have been successful in increasing awareness of secondary breast cancer and support for the new organization.

1. CharityComms
A new brand to engage in a
crowded market place
October 2015

2. Merger
• Born out of scientific progress
• Born out of strategic fit
• Born out of leadership ambition
to get there faster

3. Uniting ambition
To stop women dying of
breast cancer by 2050

4. The brief
To create a new 21st century brand that
united the two charities and their
existing audiences whilst engaging
new ones to grow reach, influence and
support

5. The challenge
• Crowded market & pink fog
• Time: < 6 months to develop, rollout and
launch
• In the midst of merging people &
structures, processes, offices, systems
• Diverse stakeholders emotionally
connected to legacy brands
• Business as usual

6. Success factors
• Cross-charity group with teeth
• Holding chemistry meetings with all agencies
• Invest in experienced agency
• Put your stakeholders at the heart of the
process
• Ensure a clear process & stick to it
• Embrace the focus a massive
deadline demands

8. Brand framework
• Core framework – belief, positioning,
values, tone of voice
• Visual and verbal identity
• Name

9. Core belief

10. Brand insights
• Humanity: we can buy time
• Conviction: we can believe it can be
done
• Belonging: we are a movement

11. Core proposition

13. Identity
• Ethos - open source
• Our heart
• To be, or not to be….pink
• Font
• Imagery – human, warm, emotive

14. Name
• Options when you’re new
• Something that unites
• Cracks legacy name issues
• Does the job it should
• Is ‘ownable’ legally, socially, culturally

16. Validation
• 14 mini-groups, 1,000 surveys, 12 in-depths
including supporters, scientists & partners
• Overwhelmingly positive response
• Appealed to women and men, young and older
audiences
• Hearted our heart
• 2050 compelling but distant

17. Launch objectives
• Re-position breast cancer problem
(secondary) put it on agenda
• Raise awareness of new name among public
• Position charity that will stop women dying
• Unite & excite existing lapsed and new
audiences to act now
• Vital to invest in the launch

18. Launch campaign
• Spring 2015 - nearest & dearest to public
launch
• Summer 2015 - rollout & refine
• Autumn 2015 - Breast CancerAwareness
Month

19. The Last One
• The story of women living with secondary at it’s
heart – human problem
• Driven by 2050 ambition
• Created for TV, digital and out of home
• Digital & PR critical to tell human-scientific story
• Created to make you stop and think

20. Launch – phase 2
• Rollout brand across all BCAM activity
• Rollout internal values & comms work
• Rollout brand to community & partners – listen
to their on the ground experience of new brand
• Supporter Promise & taskforce
• Test marketing further and evaluate response
• Refine creative & channel planning
• Redevelop for BCAM.

22. Has it worked?
• Breast cancer top of mind in public
• Significant increase in awareness of secondary
breast cancer
• Significant awareness and support for new brand in
first 3 months, with mass appeal
• Leading the debate on breast cancer
• Halo effect: higher response rates
across activity

23. What next?
• Sustain brand momentum
• Ensure branding of products and campaigns is
strong and clear
• Repeat, evolve ambitious human-research
message to cut-through
• Reach out and engage with new, less
traditional audiences
• Go on holiday

24. Questions?

25. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk

26. Engagement conference
Conference
22 October 2015
London
#CCengagement
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