Breast Cancer Now plots DRTV blitz

Breast Cancer Now, the new charity created from April’s merger of Breast Cancer Campaign and Breakthrough Breast Cancer, is embarking on a major DRTV campaign to promote its aim of stopping women dying from the disease by 2050.
Claimed to be the largest breast cancer charity in the UK, the organisation has vowed to fund the research from across the UK and Ireland to combat the condition, which kills a thousand women every month in the UK alone.
The organisation will work collaboratively across the sector to bring together all those affected to fund research, to share knowledge and, ultimately, to find answers.
The DRTV strategy forms part of a wider ad campaign, developed by Rainey Kelly Campbell Roalfe/Y&R.
Dubbed The Last One, it features real women with breast cancer speaking frankly about the realities of the disease which may one day take their lives. As well as running on terrestrial and digital channels, the TV push will run until the end of October. It debuted during last night’s Seven O’Clock News on Channel Four.
Steel London handled Breakthrough Breast Cancer’s digital activiy, while CMW (now Stack) and defunct Whitewater had handled its direct marketing activity. Breast Cancer Campaign’s account was handled by Leith.

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