We all know that a clever campaign concept plus great branding equals high levels of consumer engagement and response. What’s even more effective is when the campaign is for a cause that you believe in, support, and have an emotional connection to. Fashion Targets Breast Cancer – by Breakthrough Cancer – is such a campaign.
I will happily hold my hands up and admit I get shamelessly drawn in by strong branding. I live, work, and pretty much breathe it! FTBC has a clear and precise design which not only appeals to designers like me but everyone else beyond. With monochrome styling giving the brand’s recognisable ‘target’ a sleek and elegant treatment, the organisation introduces a new edge within the charity sector.
Not only does the stylish branding visually set FTBC apart, but the fashion element has also been weaved throughout the concept with retailers joining forces with celebrities to get the word on the street. The idea, which started with Ralph Lauren in 94, allows supporters donate in the usual manner, or to do so by purchasing this FTBC merchandise.
These collaborations transcend media with the tv ads featuring powerful celebrity figures, many of whom have personally survived cancer, wearing items from the range. Who can forget that iconic poster of Kate Moss sporting a Fashion Targets Breast Cancer top in the 96 ad, or the campaign that saw Kylie Minogue, Claudia Schiffer and Sienna Miller wearing nothing but an FTBC flag in 2010?
2013 has so far seen the charity feature on ‘Britain and Irelands Next Top Model’, hold ‘Fashion Targets Friday’ fundraising events with MIC star Rosie Fortescue, and introduced ‘Wear your support’ where well-known mother and daughter duos (think: Daisy & Pearl Lowe) joining forces to ‘wear’ their support.
All of these striking campaigns hope to highlight the importance of research into breast cancer by bringing an original new angle to traditional charity marketing – and in my opinion they succeed. So the next time you see the target logo hanging on your local Topshop rail, give some serious thought to digging deep and taking part in the revolution of charity fundraising – I will be!
The current FTBC site is under construction, which will be released in April next year, but you can visit their Facebook page here.
Words by – NJ
[Images courtesy of Fashion Targets Breast Cancer]