Breast Cancer Care WA
project name

Breast Cancer Care WA

description
  • Client:

    Breast Cancer Care WA

The brief

Breast Cancer Care WA is a charity that provides personalised emotional, practical and financial support to people affected by breast cancer. Purple Bra Day is their number one fundraising vehicle and one that The White Room has been proud to partner pro bono since 2012. The brief for Purple Bra Day 2013 was simple, raise as much money as possible and increase awareness of Breast Cancer Care WA’s fantastic work.

Our thinking

Through a series of workshops we quickly identified that the number of champions (people registered to coordinate fundraising in their school/club/workplace) was the single biggest influence on the amount of money raised. If we could attract the right champions and then inspire them with fundraising ideas we were on our way. The campaign had two defined periods: firstly the calling for registered fundraisers (5 weeks) then the fundraising period (8 weeks). We aptly named the 2013 campaign ‘Heroes’ – a campaign calling on all heroes to raise money for Breast Cancer Care WA. The campaign used a distinct look paying homage to the beloved super hero. We produced a series of moving videos; each featuring someone affected by breast cancer, from mums, husbands, kids to actual breast cancer survivors themselves. Press, radio and online channels were used to drive people to the website and Facebook page. Once registered as a breast cancer hero our next job was to make sure they had the tools to raise as much money as possible. A ‘how to’ guide was developed for our heroes and offered fundraising ideas and inspiration. In addition we encouraged our heroes to use our Facebook page to share their success and failures with each other. A social community was born, drawn together for a worthy cause.

The outcome

Through a simple strategy we were able to balance education and inspiration to raise an additional $54,000 on 2012. Website traffic was up 40% with the videos in particular proving to be extremely popular. Like another 4,000 heroes The White Room was extremely proud to wear a purple bra on Purple Bra Day 2013.