National Breast Cancer Foundation: Driving Awareness & Funding Through PR

Public Relations

The challenge

Breast cancer is the second most commonly diagnosed cancer in Australia and the most common cancer among females. Everyday 58 people in Australia will be diagnosed with breast cancer (21,000 Australians diagnosed and 3,300 deaths annually); 1 in 7 women will be diagnosed in their life – a cause close to our hearts.

As part of our long-term partnership with the National Breast Cancer Foundation (NBCF), we have been tasked to strengthen the Foundation’s public profile as the organisation leading the charge to end deaths from breast cancer. Our aim is to drive brand awareness of NBCF’s world-class breast cancer research and in turn generate community, corporate and research institute support for continued research funding.

The solution

Our team provides ongoing strategic communications and creative brand guidance from campaign development, earned media announcements and always on social media support. We work with NBCF to champion the latest world-class research and share the lived experience of women and men impacted by breast cancer.

In the past 5 years, we have led NBCF’s major announcements:

We raised awareness of the Missing Matches; the unknown genetic faults that increase the risk of developing breast cancer, championing the Peter MacCallum Cancer Centre research project and securing a feature episode on the Australian Story TV program.
- The combined Australian Story and Missing Matches outreach received a total potential reach over 4.4 million.
We announced NBCF’s bold new five-year Pink Horizon Research Strategy and investment of up to $125 million over 5 years to help accelerate progress to their vision of Zero Deaths from breast cancer
- Secured 358 pieces of coverage with a potential reach over 5.13 million.
We championed NBCF’s 30^th Anniversary driving extraordinary breast cancer research in Australia.
- Secured 398 pieces of coverage with a potential reach over 4.46 million.
- We supported the development of NBCF’s 30^th Anniversary Impact Report.
We led NBCF’s integrated Empowerment campaign through owned, earned, digital and OOH channels in late 2024. This also included amplifying NBCF’s official charity partnership with City of Sydney for Sydney 2024 NYE.
- Combined reach over 8 million.