Harvest Digital wins Breakthrough Breast Cancer PPC account
• Search engine marketing campaign to increase donor acquisition

LONDON 27 October, 2006… Breakthrough Breast Cancer has appointed online marketing agency Harvest Digital to manage its search engine marketing activity. The charity aims to increase donors, and the appointment links in with Breakthrough’s integrated marketing activity for Breast Cancer Awareness Month.

Harvest will manage keyword creation, optimization and bidding on the main search engines. The campaign clicks through to a landing page, created in-house, featuring clickable calls to action to encourage visitors to sign up for monthly donations or make a single payment. Donations will be used to fund research into breast cancer, improve existing treatments and help develop new treatments.

Commenting on the appointment Jane West, Senior Direct Marketing Fundraiser at Breakthrough Breast Cancer says, ‘1,000 women a month die from breast cancer in the UK. This is a shrewd use of our budget: the search marketing will help recruit donors cost-effectively in order to maximise the funds we can use for research into new drugs and better treatment. We selected Harvest Digital because of the agency’s knowledge and experience of the charity sector.’

Emma Wilson, Director at Harvest Digital adds, ’Breakthrough Breast Cancer is an established charity brand but has yet to fully exploit online marketing. We are working with them to prove the channel as a new donor recruitment method, starting with search marketing. We plan to increase the activity to target women and specific age groups with MSN’s new demographic targeting.’

Harvest Digital is appointed with immediate effect as a retained online agency. Recent campaigns from the charity include a call for better screening for women over seventy, a breast awareness campaign called “TLC: Touch, Look, Check” to encourage women to get to know their breasts and check out anything unusual with their doctors and a call to people all over the UK to hold a Pink Party for Breast Cancer Awareness Month to raise funds for the charity. All of these activities will go towards helping Breakthrough achieve its vision of a future free from the fear of breast cancer.

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About Breakthrough Breast Cancer

• Breakthrough Breast Cancer is the UK’s leading charity committed to fighting breast cancer through research, campaigning and education. In 1999, it established the UK’s first dedicated breast cancer research centre, in partnership with the Institute of Cancer Research.
• Breast cancer is a disease that affects over 41,000 women and around 300 men every year in the UK. Of those, around 13,000 will die of the disease.
• For more information on Breakthrough Breast Cancer, please visit the website on www.breakthrough.org.uk or call the information line on 08080 100 200.

About Harvest Digital
Harvest Digital was formed in 2001 as a full-service online marketing agency specialising in data-driven, commercially modelled customer acquisition and retention programmes. The company is privately owned by staff, and the three agency principles, Mike Teasdale, William Corke and Emma Wilson, have backgrounds in Online marketing, Direct marketing, Media, Advertising and Sales Promotion.

Based in Soho, Harvest’s clients include Norwich Union Direct, Auto Trader, 3M UK, Zopa, Shelter, uSwitch and CMC Markets.


For further information please contact:

Joanna Burton
PR Manager
Harvest Digital
e: joanna@harvestdigital.com
t: 020 7479 7500

Emma Wilson
Harvest Digital
t: 020 7479 7501

Breakthrough Breast Cancer press office
Tel: 020 7025 2432 / 2460
Fax: 020 7025 2401
Out of hours: 07778 682001

Published on: 12:00AM on 27th October 2006