What does Breast Cancer Awareness Month mean at Clearsilver?

This week marks the start of Breast Cancer Awareness Month, 31 days dedicated to raising awareness and fundraising to find a cure and support men and women living with the disease. 2017 is a particularly significant year for the awareness-month as it marks the 25th Anniversary of the Pink Ribbon, an iconic symbol first created by Evelyn H Lauder in 1992.


Last Saturday, the Clearsilver team welcomed Breast Cancer Awareness Month in style by attending the Breast Cancer Haven Burlesque Ball in Leeds. Not only did this provide us with a great opportunity to celebrate the fantastic work carried out by Breast Cancer Haven, Yorkshire, it also allowed us to let our hair down and give ourselves a pat on the back for the media coverage already secured for the charity, even before the awareness-month started.


Planning the PR campaign for Breast Cancer Awareness Month started way back in May so we could ensure that we met all the long-lead media deadlines and gain maximum exposure for the charity. It’s always a fun time of year and the national support charity doesn’t disappoint with things to talk about. This year is no exception, with the charity launching their ‘Helping to find YOU again campaign’, a photo and film series by celebrity photographer, Keith Rogers. Dedicated to women living with a breast cancer diagnosis, the campaign shares personal stories of those affected and invites others to share their own stories across social media using the hashtag #ThisIsMe.



As well as an eye-catching campaign, Breast Cancer Haven are very lucky to have an array of top-notch celebrities supporting their cause. We were lucky – and skilled – enough to secure a front-page slot in The Guardian’s ‘Breast Health’ supplement for celebrity ambassador and former winner of the Great British Bake Off, Frances Quinn. And to top that, the inside spread featured a Breast Cancer Haven visitor story and a further interview with Frances about why she chooses to support the charity. All in all, a rather splendid PR win!



Every year a range of high-profile corporate brands choose to donate a percentage of the profits from one or more of their products to Breast Cancer Haven. The money raised goes on to fund the work of the charity’s flagship centres across the UK so they can carry on their supportive therapies – including counselling, acupuncture, massage and nutritional and financial advice – to anyone affected by the disease. For 2017, Waitrose supported by Emma Bridgewater, Neal’s Yard Remedies, KitchenAid, Dualit, Catherine Walker, Douvall’s, London Grace and a whole host of other big brands have created exclusive pink products solely for Breast Cancer Haven. And, not ones to keep a lid on their support, we’ve been shouting it from the rooftops to secure media coverage in the likes of Stylist, Woman & Home, the Daily Express, Good Housekeeping etc etc… There really is too many to mention and we’re delighted to say that most features include more products for Breast Cancer Haven than any other national charity – not that we’re counting! On a serious note, for a smaller charity trying to secure media space against the larger, bigger budget charities, this is really significant stuff.



Although the month has just started and our work securing long lead coverage is done, we’re still working hard with national dailies and regional media to ensure lots more coverage for Breast Cancer Haven before the month is out. Watch this space…

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Victoria Sowerby

Head of PR

Victoria has over 10 years’ PR experience, delivering B2B and B2C campaigns for clients in the public, private and not-for-profit sectors. Notable highlights from her career include running the biggest-ever Breast Cancer Awareness Month campaign for national charity Breast Cancer Haven, achieving over £1million-worth of media coverage in 12 months for Welcome to Yorkshire, and securing a double-page spread in The Times for a Team GB athlete ahead of the 2012 Winter Paralympics in Sochi.

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