Campaign Stats:

  • 16 Pieces of Coverage
  • Audience Reach: 3.05 Million
  • Air Time: 100 Minutes

4media group worked with Debenhams to help them promote their partnership with Breast Cancer Now via a broadcast day. Cancer charity Breast Cancer Now and the Daily Mirror teamed up in search of women who have undergone breast surgery following a breast cancer diagnosis. The winner will become the face of a new post-surgery lingerie range to be sold in Debenhams stores across the country and online as of Monday 1st October 2018 (the start of Breast Cancer Awareness Month).

Breast cancer is the most common cancer in the UK and one in eight women will face it in their lifetime. Just over 80% of people diagnosed with breast cancer in the UK have surgery, with 43% of women having a mastectomy. That’s why the high-street retailer is inviting women – of all ages, shapes and sizes – who have undergone breast surgery following a breast cancer diagnosis to enter this competition and model the new range.

The range also represents a focus on improving the confidence of women who have undergone such procedures, as concerns about body image and low levels of self-confidence impact the lives of those women following diagnosis and treatment.

50p from each product sold in the new 2018 post-surgery and mastectomy range will be donated to Breast Cancer Now. The range will launch in October as part of Debenhams Breast Cancer Awareness Month activity.

Due to its relatable subject and positive messaging, the broadcast day achieved widespread coverage with 16 interviews secured. Highlights included BBC Radio Scotland, BBC Radio Devon, BFBS, BBC Radio Cambridgeshire, BBC Radio Lancashire and more.

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