Ogilvy UK Leads Breast Cancer Now Rebrand with Multi-Channel Campaign

Ogilvy UK launched a brand relaunch campaign for Breast Cancer Now, marking the charity's fourth major brand evolution. The campaign spans television, radio, PR, and social media under the hashtag #ThisIsMeNow.

The television and radio creative features narration by Victoria Ekanoye. The PR campaign centers on Amy Dowden and Anne Nolan as featured voices. The influencer component builds around #ThisIsMeNow, designed to amplify personal stories from the breast cancer community.

Breast Cancer Now selected Ogilvy UK for the rebrand execution after operating under previous brand iterations. The campaign represents the charity's most significant brand positioning shift since its formation through the 2015 merger of Breast Cancer Campaign and Breakthrough Breast Cancer.

The multi-channel approach combines broadcast media with digital amplification. Television and radio deliver mass reach. The PR campaign secures editorial coverage through named ambassadors. The influencer strategy creates peer-to-peer authenticity through the #ThisIsMeNow hashtag.

Ogilvy UK structured the campaign to maintain message consistency across channels while adapting creative execution to each platform's requirements. The television spot establishes visual identity. Radio extends reach through audio-only environments. PR converts celebrity participation into earned media. Social media sustains conversation beyond paid media windows.

The rebrand arrives as breast cancer advertising campaigns increasingly emphasize survivor narratives over clinical messaging. Breast Cancer Now's positioning shift reflects broader charity sector movement toward lived experience storytelling rather than institutional voice.

The campaign launched in April 2026. Ogilvy UK has not disclosed campaign budget, media spend breakdown, or performance metrics.