Innovation development for the Breast Cancer Now flagship campaign
"Context really understood our brief and used a mix of online and face to face techniques to get under the skin of this audiences. We've since used the insight to develop our campaign and new fundraising activities."
Breast Cancer Now know that Fashion Targets Breast Cancer is an admired campaign and believe opportunity exists for development. They needed to deeply understand their target audience to identify opportunity areas.
We conducted a 2 week online community and facilitated consumer workshops to bring to life the target audience and understand their inherent motivations to be part of a charity campaign. We Identified 3 pen portraits highlighting their core human motivations, understood their ‘charity donating radar’ and outlined how each pen portrait responds differently to charity campaigns.
This insight and 6 concrete recommendations have been the founding principles for innovation planning and campaign development