2006 Big Tick

Example of Excellence in 2006

2007 Big Tick

Re-accredited

Big Tick Winner

Marks & Spencer - Breakthrough Breast Cancer

BT Cause Related Business Award 2006 supported by the Home Office and in association with the Charities Aid Foundation

Marks & Spencer focuses on working with community projects where their scale and authority can make a significant difference to them and their partners. Four years ago they developed a partnership with Breakthrough Breast Cancer, raising £145 thousand per year with a pink ribbon/donation opportunity. It has now developed into a strategic campaign, raising 10 times that amount through selling specific Breakthrough products.

Processes

Marks & Spencer has the largest proportion of the UK lingerie market, 24% of the total. They are the UK’s biggest retailer of bras and half the UK population shop for lingerie there at least once in their life. They have more female customers in the breast cancer “at risk” group than any other retailer. In addition to this 60% of their workforce is female. The fit with Breakthrough Breast Cancer is one that is sustainable and integrated into the Marks & Spencer business, as well as their customers.

The partnership developed from donations and the sale of pink ribbons to encompass the sales of 39 specific Breakthrough products, from blueberries, to pink pyjamas, launched during Breast Cancer Awareness Month. Sales of these products are supported by employee fundraising which centres around the Pink Weekend, in October, in which 300 Marks and Spencer stores fundraised locally.

2006 will see the launch of a range of lingerie designed specifically for those who have had breast cancer surgery. This range was developed with the help of post-operative women and is testament to the commitment of the marketing campaign.

Impact

  • 43% Marks & Spencer customers are aware of their involvement with Breast Cancer Awareness Month and more than half are aware of the wider partnership.
  • Employee fundraising saw £221,000 raised, with 3,300 hours of company time given to make this fundraising possible.
  • The campaign raised £1.47 million in 2004/2005, which equated to 10% of Breakthrough's total income that year. Whilst sales of Cause Related Marketing products rose 38% on the year.
  • The funds raised supported Breakthrough's research and education programme, which has established the UK's first dedicated breast cancer research centre in partnership with the institute of Cancer Research.
  • The 34 million carrier bags bearing the charity's logo meant that Breakthrough's message reached across the nation.

See also

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