The National Breast Cancer Foundation (NBCF) has appointed VML to create a future-focused, connected marketing and customer experience strategy for the non-profit.
Bringing together teams from Melbourne, Sydney, and Perth for the first time, the appointment marks one of VML’s first endeavours since its formation at the end of last year, following the merger of legacy powerhouses VMLY&R and Wunderman Thompson.
Working in partnership with NBCF, VML said it will craft a new audience-centric approach to its marketing strategy. The collaboration will involve creating a unified view of NBCF’s audiences and value propositions, mapping audience journeys, developing an implementation plan, and exploring operational enablers for the ongoing success of future campaigns.
Andrew Bachelard, director of digital technology at the NBCF, said, “the alignment of VML’s innovative spirit with our vision of Zero Deaths from breast cancer is a powerful combination.
“Through NBCF’s strategies we aim to fund more world-class research to help reduce the 3,200 lives lost each year as a direct result of a breast cancer diagnosis in Australia.”
Johan Borg, VML’s chief growth officer for Australia and New Zealand, said the agency pulled out all the stops when it received the invitation to respond to NBCF’s marketing challenge.
“It’s not every day you get the chance to make a real difference for the lives of thousands of people and it was wonderful to see our teams come together instantaneously for the purpose of the task at hand,” said Borg.
In late April, Cancer Chicks launched a brand platform and campaign, FUCC It, via Mediabrands Content Studio (MBCS) and Initiative’s purpose-led consulting division, Initiative IMPACT. The campaign aims to liberate young women living with cancer, while encouraging Australians to keep the conversation going in support of young women dealing with the disease.
Around the same time, VML Auckland launched its latest campaign for the Ford Everest SUV, Conquer the Weekend.
See also: Cancer Chicks launches ‘FUCC IT’ via Initiative IMPACT and MBCS