Look Good Feel Better readies new awareness initiative
By Adnews Staff
Toronto-based Look Good Feel Better has prepared a new print campaign of public service announcements that will run in Canadian women’s lifestyle magazines next year. The national non-profit support program seeks to help women manage the appearance-related effects of cancer treatment. The program is run by the member companies of the Canadian Cosmetic, Toiletry and Fragrance Association. The new campaign will also introduce a new logo for the program. According to focus groups, the shade of red used in the previous logo reminded participants of two chemotherapy drugs used to treat breast cancer. The new logo and campaign were developed by Saint-Jacques Vallée Y&R of Montreal. “Both the logo, which still maintains the integrity of its international identity, and the new PSA reflect a modern, fresh and feminine approach more in line with our mission,” said Mara Bonadie, manager of marketing and communications for the program. “Equally important, the new PSA effectively communicates the functional and emotional benefits of attending a Look Good Feel Better workshop.”