Elle Macpherson has been signed up this week as the face of Breakthrough Breast Cancer's Fashion Targets Breast Cancer 2004 campaign. Integrated activity comprising press and outdoor, created by Rainey Kelly Campbell Roalfe/Y&R breaks this week, featuring photos by Ellen von Unwerth. A cinema promotion will hit screens in mid-summer. Fashion retailer River Island will use posters as backdrops for window displays, while Dorothy Perkins, Kookai, Selfridges and Harvey Nichols will sell branded T-shirts. Ad spaces have been donated by site owners, and the charity aims to increase coverage with bus-sides, bus interiors and telephone box ads.