Fashion Targets Breast Cancer


The Brief

Reestablish Fashion Targets Breast Cancer’s annual campaign with an engaging campaign that excited retail partners and consumers to increase brand awareness and drive sales of retailer collections.

What we did

Repositioned Fashion Targets Breast Cancer’s annual campaign, making 2017 the year that women joined together as part of the Fashion Strong movement. This was fashion with strength, purpose and community at its core, with Fashion Strong informing the creative strategy. We created Fashion Strong brand guidelines that informed retailer swing tags to unify the campaign look and feel. For the first time in the campaigns history, we created content for leading retail partners, M&S, Debenhams and River Island, tailoring video content for their key demographic and shooting x3 social documentaries that exposed the process of empowered women coming together for Breast Cancer Now. The reach of the campaign was increased through an influencer gifting strategy that resulted in x26 female influencers sharing powerful, personal stories about breast cancer and creating inspirational styling content.


Campaign reach of 6.7M across Twitter and Instagram 13% increase in brand mentions compared to Fashion Target Breast Cancer’s campaign the previous year Fashion Targets Breast Cancer’s first influencer strategy contributing to 68% of total Instagram impressions.