Partner Article

Manchester charity gets creative for rebrand

Manchester-based charity Prevent Breast Cancer has marked the second stage of its rebrand with the appointment of MediaCom, Studio North and Pixel Inspiration to lead the digital and creative strategy for the transition.

The organisation, which is the UK’s only charity entirely dedicated to the prediction and prevention of breast cancer, has rebranded from Genesis Breast Cancer Prevention to mark its 20th anniversary. It is hoped that a new name and a fresh image will propel the charity towards its goal of achieving £1 million in funding per year.

MediaCom, which is offering its services on a pro bono basis, will develop and implement a digital strategy to include blogs and video content, while brand agency Studio North will be responsible for developing the brand messaging and visual identity. Pixel Inspiration will also create video content for the charity.

Paul Cooper, managing director at MediaCom Manchester, said: “As a business, we strive to play an important role in our community. We are honoured to be able to assist such an important charity with its evolution into one that can compete on a global stage and achieve its ambitious fundraising goals, in order to protect future generations. Prevent Breast Cancer relies on donations alone to fund its outstanding research, so the more we can do to help spread the word, the better.”

Nick Wright, strategy director at Studio North, said: “With an organisation like Prevent Breast Cancer, where its efforts have the potential to save lives, it’s essential to communicate the right message – both through the words it uses and visually. We’re excited to be helping them to strike the right chord with new and existing supporters and look forward to seeing it all come together.”

Despite the new look, the charity plans to keep groundbreaking, lifesaving research firmly at its core, bringing to life its plans to revolutionise the breast screening programme for women in the UK and cementing Manchester’s reputation as the home of pioneering scientific research.

Nikki Barraclough, executive director of Prevent Breast Cancer, said: “We have a really proud history as Genesis, but there’s a lot more research to do. It’s now time to look towards the future and present ourselves in a way that will resonate with a new wave of supporters, without alienating those that have been with us since day one. We’ve made sure not to spend unnecessary funds, but feel a rebrand was essential for us to optimise our fundraising potential.

“The name Prevent Breast Cancer is completely explicit and clearly demonstrates our mission to make the disease a thing of the past, and we now need a bold look and feel to replicate that.

“Our aim with the rebrand is to convey our perennial message of prediction and prevention but in a fresh, clever way and we’re confident that MediaCom, Studio North and Pixel Inspiration can help us achieve that and really take our brand to the next level. We can’t wait to see it come to life!”

Launched in 1996 by consultant breast surgeon Lester Barr, the charity has earned a reputation for world-class research. Currently, only 3.6 per cent of the UK’s cancer research funding is earmarked for prevention of the disease. As such, Prevent Breast Cancer is determined to champion the message that being in a position to prevent the disease through enhanced predictive knowledge of when and how it occurs will allow for the fundamental protection of future generations.

To find out more about the charity, visit www.preventbreastcancer.org.uk.

This was posted in Bdaily's Members' News section by Jade Pacheco .