Brand relaunches don’t come along often for charities, and when they do, they matter. They are moments to reset perception, re‑energise supporters and restate purpose in a way that feels relevant to today.
Today marks the brand relaunch for Breast Cancer Now as they unveiled their new look, feel and identity. A significant moment for the charity, and one that needed to land with real impact.
To achieve their 2050 vision, Breast Cancer Now need to go further and faster – and that means being able to stand out. Our role was to help turn that refresh into a launch moment through media. One that captured attention, created cut-through and reintroduced Breast Cancer Now with renewed energy, while staying true to the planning fundamentals that have driven long-term success.
Turning a brand refresh into a moment
For Breast Cancer Now, this wasn’t just about new creative assets. It was about signalling a shift in confidence and clarity and making sure that shift was felt across every touchpoint.
It’s our opportunity to use the brand refresh as a platform to reintroduce the charity, reinforce its purpose and create clear differentiation in a crowded charity landscape.
That meant the media couldn’t simply deliver reach. It needed to embody the new brand. Confident, emotionally resonant and contemporary, without abandoning the rigour that underpins effective charity media planning.
Media strategy built for impact
To achieve that balance, we built a multi‑channel AV and audio‑led plan designed to maximise attention and context at launch.
Linear TV and BVOD formed the backbone of the strategy, providing scale and credibility at the point of reintroduction. These channels remain powerful for charities when it comes to emotional storytelling and building trust quickly.
Alongside this, we leaned into high‑impact formats including AdPause and CTV placements on platforms such as Netflix and Amazon Prime. These environments allowed the new brand to show up in a way that felt modern and premium, placing Breast Cancer Now front and centre in moments of active attention.
Radio added further reach and frequency, reinforcing the message and ensuring the relaunch was heard as well as seen.
Creative that sets the tone
The creative, developed by Ogilvy, plays a central role in bringing the new brand to life. It’s about how Breast Cancer Now are working towards the day when the ‘Now’ in their name becomes ‘Never’. Almost 1 million people in the UK are living with or beyond breast cancer.
The work is confident and emotionally engaging, clearly signalling a refreshed identity while staying rooted in Breast Cancer Now’s mission.
In particular, the 30‑second TV creative provides a strong introduction to the new brand world, while AdPause executions use the format itself to demand attention in a way that feels intentional rather than interruptive.
The media plan was built to give this creative the space it needed to land, ensuring context and format worked together rather than competing for attention.
A joined up launch across partners
This campaign is the result of close collaboration across multiple partners.
Ogilvy led the brand refresh from initial conception through to final assets, establishing the creative foundation for the relaunch.
Torchbox are managing the digital activity across Meta, Spotify, TikTok and Search, ensuring the brand shows up consistently and effectively across performance and social environments.
At The Kite Factory, we focused on delivering an AV‑led launch that could create scale, impact and emotional connection at pace.
Together, the aim was simple. Make sure the new brand didn’t just appear, but arrived.
Looking ahead
All media activity goes live from 24 March, marking the start of a new chapter for Breast Cancer Now. We’re incredibly proud to be part of this relaunch and excited to see how audiences respond as the new identity takes centre stage.