Change Happens Now

Breast cancer is far from a done deal. Nearly one million people in the UK are living with or beyond the disease. Whilst Breast Cancer Now is the UK’s leading breast cancer charity, combining research and support to tackle this, only a third of the UK know we exist.

To achieve our vision that, by 2050, everyone with breast cancer will live and live well, we need more people to know who we are, understand what we do, seek our support and join our cause. That means building a stronger, more distinctive brand.

In March 2026, we launched our bold new brand platform, Change Happens Now, repositioning Breast Cancer Now as the determined leader in breast cancer. The integrated cross-channel launch campaign confronted audiences with the reality and urgency of breast cancer, while offering hope and a role in creating change. Its galvanising message made the “Now” in our name meaningful: “We’re Breast Cancer Now. Until we’re Breast Cancer Never”.

The results were exceptional. National brand awareness – notoriously hard to shift – increased by 3% YoY (YouGov). Homepage views increased by 164%, intent to learn more about Breast Cancer Now rose by 7%, intent to seek information increased by 8%, intent to donate rose by 3%. Social activity generated almost four million views and 133,000 engagements.

More than a brand launch, the campaign transformed how Breast Cancer Now shows up in the world. It mobilised supporters, partners and people affected by breast cancer behind a shared movement for change.