Breakthrough Breast Cancer utilises power of social media for fundraising


Breakthrough Breast Cancer has launched its first social media fundraising campaign, the ‘Change Challenge,’ which encourages users to post a photo or video of them holding a sign saying what they will change if their friends donate.

Created by communications agency 1DA, the campaign uses the idea of peer-to-peer fundraising to encourage its followers on Facebook and Twitter to raise money for the cause, rather than just liking or retweeting posts.

Tris Jones, national participation manager at Breakthrough Breast Cancer, says: “There are so many different ways to fundraise, but not every fundraising event is right for everyone. The only rule here is they need an account on social media.”

“Millions of people in the UK actively engage on social media every day. Facebook, Twitter and other social media channels provide us with a great opportunity to reach out and raise awareness and we hope this campaign can inspire people to act, engage and raise funds.”