Breakthrough Breast Cancer links with retailers to launch branded clothing

Breakthrough Breast Cancer branded
Breakthrough Breast Cancer branded

LONDON - Breakthrough Breast Cancer is revamping its annual fundraising and awareness campaign by tying up with retailers including Marks & Spencer and Topshop to sell branded clothing.

The charity has previously limited activity to its 'target' T-shirts, which have raised more than £9m to date. It now hopes to build on this with a bigger collection. Products will range from a £1 badge to a £299 Lulu Guinness handbag.

A campaign featuring celebrities including Bryan Ferry, Jade Jagger and Sarah Ferguson  launches on 6 April; the work has been created by TBWA\London and STREAM\.

The charity is also launching its first interactive digital campaign, for the Fashion Targets Breast Cancer fundraising initiative. The Millionmodelcatwalk.com site, which carries the campaign message 'Strike a pose, save lives', features an instant 'click to buy' mechanic that links to participating retailers' websites. Breakthrough receives 30% of each sale.

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