PR & Reputation Management Company

Influencer Marketing Agency

Prevent Breast Cancer

objectives

With the pandemic putting breast screenings on hold, lockdown became a critical time for both breast cancer awareness and fundraising for preventative research and treatment. Charity PR had never been so important.

As Covid restrictions meant people could not physically come together this year, charity Prevent Breast Cancer – the only UK charity funding groundbreaking research solely aimed at preventing breast cancer in future generations – decided to reinvent its annual Bake a Boob event, instead turning it into an online creative competition.

Bakers up and down the country were encouraged to get as creative as possible in the kitchen, whipping up a batch of ‘boob cakes’ in whatever shape, size or colour they liked, simply matching the overall cost of their ingredients with a charity donation.

Smoking Gun donated its time to drive awareness of and entries for the competition via media and influencer coverage, as well as advising on a social media strategy.

strategy & plan

We adopted a three-stage approach to the charity PR campaign, with the aim of driving charity awareness and funds in the build up, during and after the competition

We used Prevent Breast Cancer’s links to local celebrity patrons as a media coverage mechanic
The competition winner was crowned during a Facebook Live event, which participants were invited to attend to drive further online engagement

what we did

Pitched Corrie’s Victoria Ekanoye as a spokesperson to national and regional TV and radio

Liaised with relevant influencers to increase reach and encourage entries

Created a competition winner announcement video for the charity’s social channels

Interviewed the winner about her own personal breast cancer story

Secured boob-themed raffle prizes from Greenhalgh’s Craft Bakery and Roberts Bakery to help drive additional funds

The Guns also got involved in the baking too!

rResults and impact the campaign delivered

26 pieces of coverage

across both national and regional print, online and broadcast media, including the Manchester Evening News, ITV Granada Reports, BBC Radio Manchester and LBC

70 million

A combined potential media reach of 70 million

14 pieces of influencer coverage

with a reach of more than 100,000 across Instagram and Facebook

100% of media coverage

included key messaging and a fundraising call-to-action

Around £800 in charity donations

compared to the £93 raised at 2019’s cake sale

Interviews with breast cancer survivors

to tee up features in women’s consumer magazines later in the year