Boots joins breast cancer charity online

Revolution UK 29-Sep-06

Boots and Breast Cancer Care have teamed up to launch their first co-branded campaign to raise awareness of the growing number of people diagnosed with the disease each year.

The main element is an online photo gallery, called 41,000 Faces, which
was created by eatsleepthink design, and goes live in early
September.

The gallery aims to bring to life the statistic that 41,000 individuals

in the UK are diagnosed with breast cancer each year by building up a

catalogue of photos and testimonials of people affected by the
disease.

Supporting activity, including posters and leaflets, will encourage
people to visit the site (www.41000faces.org) and up-load their photos,
which will be turned into a virtual montage of the Breast Cancer Care
ribbon.

Famous faces such as Cherie Blair, Zoe Ball and Lorraine Kelly will be
among the thousands shown in the gallery. For every photo sent in, Boots
will make a donation to the charity.

"We want to build up as many case studies as possible to highlight the
impact of breast cancer," explained Bertie Bosredon, head of new media
at the charity.

Bosredon said it represents the charity's most significant online push
to date. It follows his appointment earlier this year to set up an
in-house digital department (Revolution, April, p8).

Boots has partnered Breast Cancer Care for 10 years and says it has
raised more than £2 million. But, this is the first time the two
have joined together for such a major campaign.