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Thursday, November 6, 2003
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eZine Volume 4 Issue 4: UK Breast Cancer Campaign, ADA Use Net For Volunteerism, Internet Has Advantage Over Traditional Media, 5- Year Tax Ban Ends
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VOLUME 4
ISSUE 4
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Viral Success for UK Breast Cancer Campaign
Outperforming Expectations With 13% Response Rate
http://www.wearitpink.co.uk/home.aspx
by Josh Brooks, Brand Republic
LONDON - A viral push for the Breast Cancer Campaign, which urges internet users to turn the country pink this October, is outperforming all expectations with a 13% response rate.
The Wear it Pink email campaign, designed by FAB Enterprises & Innovating for the fight against breast cancer, went live on September 22 and has so far recorded the impressive rate from the 10,597 people who have received the viral email.
The charity drive aims to literally turn Britain pink, by urging the public to wear something pink on October 31. Participants will contribute £2 to the charity, who hope that the event will raise both awareness and funds for its research into breast cancer.
The viral push has been dubbed "grassroots mass communication in just one click", and is bringing interest from across the globe, as new technology allows the chain email to be tracked wherever it is sent.
Sangeeta Haindl, director of communications and marketing at the BCC, said: "Using this e-marketing campaign, we've been able to raise our profile and brand with a global audience and we are now receiving interest in Wear it Pink from the States."
A map of the UK on the Wear It Pink campaign website will gradually turn pink as more and more internet users across the country receive the mail.
Mason Woodhams, chief executive of FAB Enterprises, said: "We developed this site to provide an informative and easily found resource for fundraisers, bringing together no less than 12 different technologies in a fun, exciting website. We're very proud of this site and delighted that we are a part of this worthwhile cause."
As well as finding information about the campaign and its celebrity supporters, visitors to the site can register for the event online, buy pink merchandise and find links to the sponsors, cleaning brand Vanish and pharmaceuticals firm Roche Oncology.
A further feature of the site is a Microsoft Outlook download that will add 12 appointment entries to female users' calendars as a reminder to check their breasts throughout the year.
Other supporters of the campaign include She magazine and Debenhams.
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