Transforming the UK's Leading Breast Cancer Charity Brand

Breast Cancer Now is combining the power of science and support to change breast cancer, now. With a bold new strategy launched in late 2025 – aimed at doubling research spend, transforming the way we deliver support and targeting £100 million income by 2030 – we needed a brand equal to that ambition.

With nearly one million people living with or beyond breast cancer in the UK, we’re one of the nation’s best-kept secrets. That has to change.

Working with Ogilvy UK and grounded in insight from thousands of breast cancer experiences, we’ve repositioned as the determined leader in breast cancer. The result? A bold new visual and verbal identity, and a new creative platform – Change Happens Now – that cuts through and defines that: We’re Breast Cancer Now. Until we're Breast Cancer Never.

Launched on 24 March 2026, the impact was immediate. Our national TV, radio and digital advertising campaign, #ThisIsMeNow activation and new brand presence quickly drove uplifts in awareness, buzz, word of mouth exposure, intentions to donate, digital traffic and social engagement. Supporter satisfaction is high and perceptions of our brand as ‘standing out’ and ‘determined to make change’ are increasing. The brand is becoming a movement. And this is just the beginning.