2. About this Campaign: Main
Message
This is a charitable campaign which was founded by a woman in
1973 ,who fought breast cancer herself, Betty Westgate. The
main aim of this campaign is to create awareness of the serious
issue of breast cancer amongst women, as well as help every
person affected by breast cancer get the best treatment, support
and information.
They also ask for donations, and that enables them to improve
standards of support and care, which they feel is really
important whilst going through such a hard and painful time,
and they want to be able to do whatever they can do.
3. Target Audience for this
Campaign
This campaigns target audience is really broad, as they try to aim
their campaign at everyone, so that they’re able to get support
from each gender, at any age, as they need all the donations
they can get in order to achieve their goal. However, as this
campaign is all about women, women are the ones who are
most sensitive about this issue, and they will be the ones who
will feel most sympathetic to these women, as they are of the
same gender, so they definitely are aware of that, and they do
benefit from that fact, so if there is a main target audience it
would be women of all ages.
4. This Campaigns
Success
Through the last year alone this campaign sent around a million
free items which included booklets, factsheets, DVD’s etc. More
than 70,000 of those people consulted pages over 300,000
times, and thousands of them were downloading further copies
of booklets and factsheets.
As well as that Breast Cancer Care was ranked at 40 by the
Sunday Times, for the best 100 places to work. Not only that but
it also achieved the fourth highest score for making a positive
difference to the world, at 92.9.
5. Techniques Used
There are many techniques this campaign uses in order to create awareness for this
campaign as well as trying to get people to donate, and one of them was through
celebrity endorsement. The reason to why they do advertisements which include
celebrities is so that they can get people who like those celebs to also support the
campaign.
Another technique they use is a website. On their website they have all the
information about their campaign, as to what their aim is, and what they do. They also
have a link on their website on which they have a tab on which it says ‘Please Donate’,
and by clicking on that, it takes you to a page which tells you how to donate. Not only
that but they also have different tabs on their homepage which they tell you how they
can help those suffering from breast cancer. Lastly, they also have positive images on
the homepage to show that there is something that can be done in order to fight
breast cancer, and that helps people as it shows that the ending to this suffering isn’t
always negative. On the next slide there’s an image of the homepage for this
campaigns website.
6. Tabs to different Tab which
things on the website tells you how
Logo of
to donate
Charity
when you
click on it
Different
Pleasant ways in which
Imagery they can help
Informing the audience by
telling them ways in which
they can help the charity
7. More Techniques
Another way in which they get donation is through selling wrist
bands and badges in order to get people to donate. The way they
do this is by putting these items in various shopping stores, so
that at checkout people see these things, which tell them that
money goes towards breast cancer care, and because of that
people invest in those items, and that’s how they’re able to get
donations. They usually retail those items at £1, and because
that’s an affordable price for everyone, and they’re able to buy
them, they do.
Wristband Badge
8. More Techniques
They also tend to use leaflets for their patients as well as to
inform people about this serious issue. This way they’re able to,
one, get the message across clearly to their audience of women,
to make them aware of the symptoms of breast cancer and how
to deal with it, and what to do if they’re suffering from breast
cancer, as well as to urge people to donate. In their leaflets they
include contact details of who to call. They also have their logo
and their colours that they use on all their techniques, and those
colours are shades of pink, and purple. These colours are really
feminine colours and that links to breast cancer, as it occurs in
female bodies.
