A new creative and strategic collaboration
A new creative and strategic collaboration
I helped implement our partner model to help revitalise Breast Cancer Now's partnership vision with Asda - which resulted in a 3 year contract worth £13.5 million.
Corporate changes potentially put Breast Cancer Care and Breast Cancer Now's 23-year partnership with Asda at risk. Having recently merged, the newly conjoined charity needed to convey the benefit of the change to Asda. In addition, they were feeling the effects of changing corporate philanthropy. Corporates increasingly relate to charities as they would general suppliers, demanding more tangible impact and empirical evidence. .
The challenge was to listen to views from a broad range of internal stakeholders, from clinicians to marketers, and suggest how can we breathe new life into the partnership?
I delivered a clear partnership vision that documented goals, where the funding will go, the overarching theme and campaigns that would bring the theme to life. I also focused on creating impact statements that BCCN can work towards and Asda can point to, to evidence the great outcomes from the partnership.