Breast Cancer Society rebrands
The Breast Cancer Society of Canada has rebranded as Breast Cancer Canada. According to the charity, the new branding is intended to better reflect its commitment to “purpose-driven research” and to increase awareness of breast cancer research. It was developed by One Twenty-Three West. The updated branding will be introduced in a new marketing campaign called “Know More Breast Cancer.” It consists of a 60-second video that contrasts images of the research process with a patient’s experience. The effort includes television, print, out-of-home, digital and social media advertising, as well as public relations and a new website.
“We needed to modernize our brand to better reflect our progress in precision oncology and breast cancer research,” said Kimberly Carson, CEO of Breast Cancer Canada. “We’ve funded life-saving research for 31 years and made so much progress, we wanted our brand to better reflect it. We’re not done yet, but we have come a long way.”