National Breast Cancer Foundation engages FutureBrand Australia for new strategy
Australian not-for-profit organisation, the National Breast Cancer Foundation, has partnered with FutureBrand Australia to develop a distinctive and motivating brand strategy in support of the Foundation’s vision of Zero Deaths from breast cancer.
The new brand strategy will inform all future marketing, communications and digital initiatives as one of three foundational strategies – along with research and fundraising – to enable the foundation to realise its Zero Deaths vision.
While the death rate from breast cancer has reduced by over 40% since the National Breast Cancer Foundation’s inception in 1994, there is still more to be done to get Zero Deaths from breast cancer.
“We wanted to ensure that the new brand definition incorporated our values, as they are lived and experienced internally, so that the whole organisation speaks with a powerful and consistent voice driven by an inspiring brand idea,” said Andrew Bachelard, director of digital technology at the National Breast Cancer Foundation.
“A distinctive and compelling brand is essential to help us fund more world-class research towards our vision of Zero Deaths from breast cancer.”
As one of FutureBrand Australia’s pro-bono commitments, the branding is designed to help the National Breast Cancer Foundation leverage its brand more effectively for improves social and environmental outcomes.
The agency worked collaboratively across the whole organisation through a series of interviews, co-creation sessions and employee surveys to identify the strategic roadmap moving forward.
Brand architecture, identity, experience, training, and more, will all be refreshed in line with the new strategy.
“When you work with an organisation with as strong a purpose as the National Breast Cancer Foundation, it becomes all the more important that it shows up in the everyday experience,” said Rich Curtis, CEO of FutureBrand Australia.
“That’s been our focus for engaging with people across the organisation, marketers and non-marketers alike, to develop a revitalised brand strategy that is credible in how it aligns with the Foundation’s values – and incredible in how it enables those values to be even more impactful, both inside and out.”
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