Cancer Charity Launches Campaign to Raise Self-Esteem amongst Women
To celebrate its twentieth anniversary as well as to raise awareness of the work it does and encourage more Britons to sign up as volunteers, cancer support charity 'Look Good Feel Better' is launching its biggest advertising campaign ever.
Created by 7after6 (a group of advertising experts from different agencies working pro bono), the ad campaign highlights the work of the charity in holding workshops that teach women beauty techniques aimed at "helping them face cancer with confidence". It represents the first time the charity has aligned its communications behind one theme.
The new campaign includes the charity's new strapline "You use it to face the day, we use it to face cancer". Spanning print and an outdoor site in Vauxhall, London, it features four women who have all suffered from cancer and share their experience of attending an event held by Look Good Feel Better.
This will form the nexus of Look Good Feel Better's marketing for "at least a couple of years", with the charity planning various rotations of different leading ladies.
Additionally, digital and social activity will support the campaign by encouraging women to share their stories under the hashtag #warpaint4life, while major brands such as Chanel, L'Oreal and Procter & Gamble will be backing the charity by promoting the campaign through their digital and social media channels.
Look Good Feel Better's Executive Director Sarahjane Robertson, explained in an interview with Marketing Week that the objective of the campaign is to involve and engage with all women to help them feel good inside and boost their self-esteem, whether they have cancer or not.
Robertson commented: "We want to get across the message that when people come out of our workshops they feel like a million dollars. All women should feel confident and positive and we want to raise awareness of our role as an important, relevant and inclusive women's charity that can help people face cancer with confidence."