Magazine article Marketing

Branding News: Cancer Trust Creates Fundraising Identity

Magazine article Marketing

Branding News: Cancer Trust Creates Fundraising Identity

Article excerpt

The Helene Harris Memorial Trust (HHMT) has adopted a consumer brand, Ovarian Cancer Action, to raise awareness of the condition across the UK.

The identity, devised by Rare Corporate Design, will be supported by Marks & Spencer.

The retailer is in discussions with HHMT to use the Ovarian Cancer Action brand on a range of health and beauty products, with proportion of the profits going to the charity.

M&S spa treatment range SPAlife is being considered as the brand that will feature the charity's identity.

The M&S lingerie range already supports the charity Breakthrough Breast Cancer.

Rare Corporate Design will create light blue ribbon-shaped and heart-shaped ceramic pin badges, to be sold beside M&S tills from next February in exchange for donations to the charity, following similar activity with a dark-blue pin this year.

The blue ribbon, which was introduced in the UK as a symbol of ovarian cancer last year, was chosen due to high recognition levels of the pink ribbon as a symbol for breast cancer awareness. …

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