Breakthrough Breast Cancer calls in PHA Media for fundraising effort

Breakthrough Breast Cancer has hired PHA Media for its upcoming fundraising campaign, following a three-way pitch.

'Breakthrough Booby Birds' will target professional women, recruiting them to take part in a group skydive in May 2010. To date, 15 high-profile women have signed up, including fashion designer Amanda Wakeley and chair of Guardian Media Group Amelia Fawcett.

PHA has been asked to manage the personal profile opportunities for each participant, and promote the campaign in industry, national and regional media.

PHA account manager Shelley Frosdick will head the account, reporting to Breakthrough Breast Cancer's head of PR Nina Kapur. The charity said it chose a sky- dive as it most closely emulates the feeling of 'free fall' following a diagnosis of breast cancer.

The charity recently revealed a new-look brand and five-year strategy.