Charity PR: Prevent Breast Cancer
Charity PR: Objectives
With the pandemic putting breast screenings on hold, lockdown became a critical time for both breast cancer awareness and fundraising for preventative research and treatment. Charity PR had never been so important.
As Covid restrictions meant people could not physically come together this year, charity Prevent Breast Cancer – the only UK charity funding groundbreaking research solely aimed at preventing breast cancer in future generations – decided to reinvent its annual Bake a Boob event, instead turning it into an online creative competition.
Bakers up and down the country were encouraged to get as creative as possible in the kitchen, whipping up a batch of ‘boob cakes’ in whatever shape, size or colour they liked, simply matching the overall cost of their ingredients with a charity donation.
Smoking Gun donated its time to drive awareness of and entries for the competition via media and influencer coverage, as well as advising on a social media strategy.
Charity PR: Strategy and Plan
- We adopted a three-stage approach to the charity PR campaign, with the aim of driving charity awareness and funds in the build up, during and after the competition
- We used Prevent Breast Cancer’s links to local celebrity patrons as a media coverage mechanic
- The competition winner was crowned during a Facebook Live event, which participants were invited to attend to drive further online engagement
What we did
- Pitched Corrie’s Victoria Ekanoye as a spokesperson to national and regional TV and radio
- Liaised with relevant influencers to increase reach and encourage entries
- Created a competition winner announcement video for the charity’s social channels
- Interviewed the winner about her own personal breast cancer story
- Secured boob-themed raffle prizes from Greenhalgh’s Craft Bakery and Roberts Bakery to help drive additional funds
- The Guns also got involved in the baking too!
Charity PR: Results and impact
The campaign delivered:
- 26 pieces of coverage across both national and regional print, online and broadcast media, including the Manchester Evening News, ITV Granada Reports, BBC Radio Manchester and LBC
- A combined potential media reach of 70 million
- 14 pieces of influencer coverage with a reach of more than 100,000 across Instagram and Facebook
- 100% of media coverage included key messaging and a fundraising call-to-action
- Around £800 in charity donations, compared to the £93 raised at 2019’s cake sale
- Interviews with breast cancer survivors to tee up features in women’s consumer magazines later in the year