Ogilvy to lead new direction for Breast Cancer Foundation

Ogilvy NZ will take up the role of creative and strategy agency for Breast Cancer Foundation NZ in a move that signals a new direction for the foundation.

Ah-Leen Rayner, BCFNZ chief executive, said the Ogilvy team would introduce a strong focus on reaching Māori and Pasifika women who were over-represented in breast cancer statistics.

“Ogilvy’s approach acknowledged our current strengths in conveying what the pink ribbon symbolises. They also offered a refreshing change in direction for our education and advocacy work that will help us reset for the future,” said Rayner. 

Ogilvy NZ executive creative director Kristal Knight says they are honoured to have the opportunity to work with the foundation and join the kaupapa.

“Breast Cancer Foundation NZ are leading the fight for the right of all women to survive this disease – lobbying the government for life-saving screening and drugs, funding research innovation, arming women with the knowledge to protect themselves, and most importantly, being there for patients.”

Kelly-Ann Maxwell, Ogilvy Network NZ Chief Executive, said the Ogilvy team was passionate about helping change the lives of those affected by breast cancer and that commitment was reflected in the work presented to the foundation. 

“We are incredibly excited about working closely with the foundation to get the new campaign live in the coming months. Our approach is very much designed to reach those communities who are not always easy to get to via traditional advertising, but where the Foundation can have the biggest impact. It’s a privilege to be working alongside Ah-Leen and her team.”

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