Fashion Strong

The Brief

Fashion Targets Breast Cancer needed to re-engage retail partners and consumers with an exiting, bold new repositioning of their annual campaign to increase brand awareness and drive sales of retailer collections.

What We Did

We made 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, impactfully delivered from insight-driven strategy to through to creative execution.

For the first time in the campaign’s history, we created content for the leading retail partners - M&S, Debenhams, TOPSHOP and River Island - tailoring video content for their key demographic and shooting social documentaries that highlighted the process of empowered women coming together for Breast Cancer Now.


Campaign reach of 6.7M across Twitter and Instagram, with 150% increase in brand mentions compared to previous year’s campaign. The creation of Fashion Targets Breast Cancer’s first influencer strategy contributing to 68% of total Instagram impressions. Most importantly we saw a 250% increase in product sales driving much-needed funds to the UK's largest breast cancer charity.

  • 7M campaign reach

  • 150% increase in brand mentions

  • 250% increase in product sales