Breast cancer charity hires Harvest for search activity

by Danielle Long, Revolution UK 26-Oct-06, 08:00

LONDON - Breakthrough Breast Cancer has appointed online marketing agency Harvest Digital to handle its search engine marketing activity.

The appointment will include Harvest Digital managing keyword creation, optimisation and bidding on the major search engines as the charity aims to increase donors and raise public awareness.

The appointment announcement links in with the launch of Breakthrough's integrated marketing activity for Breast Cancer Awareness Month, which includes an "ode to boobs" cinema advertising campaign created by Rainey Kelly Campbell Roalfe/Y&R.

This is the first online activity from the charity and the search marketing activity will link through to a landing page on the charity site which features calls to action to encourage visitors to sign up for monthly donations or make a single payment.

Jane West, senior direct marketing fundraiser at Breakthrough Breast Cancer, said: "This is a shrewd use of our budget: the search marketing will help recruit donors cost-effectively in order to maximise the funds we can use for research into new drugs and better treatment."

Emma Wilson, director at Harvest Digital, said: "Breakthrough Breast Cancer is an established charity brand but has yet to fully exploit online marketing. We are working with them to prove the channel as a new donor recruitment method, starting with search marketing. We plan to increase the activity to target women and specific age groups with MSN's new demographic targeting."

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