In the medical world, you don’t get diseases much more high profile than breast cancer. But while it’s a huge strength to have such recognition and awareness, the disease’s ‘popularity’ as a cause can also be a burden for breast cancer charities. Because while the most iconic symbols of the disease – the colour pink, and the ribbon – are its most recognisable, they are also its most generic. They belong to everyone and therefore, no-one.
This was how the National Breast Cancer Foundation (NBCF) came to us. In a sea of pink ribbons, it was drowning. It is the only national body that funds life-changing breast cancer research with money raised entirely by the Australian public. However, research just doesn’t produce the same emotional response as charities focused on palliative care or sufferer support. And eliciting emotional responses is how you drive donations.