The Generation That Ends This

Breast Cancer Ireland had built something real: an 88% survival rate, among the highest in Europe, funded entirely by public donations. The question was whether the organisation could grow the support it needed to go further. The assumption was that its core donor base was women aged 55 and over. The research said otherwise.

We led an integrated study combining qualitative focus groups across distinct donor segments with a nationally representative survey of 1,000 respondents, alongside a full donor journey map from first awareness through to advocacy. What came back changed the brief. Younger, digitally-native women in their 20s and 30s were not a hard audience to reach. They were actively looking for a way in. The giving model just hadn't been built for them.

From that foundation, we developed the brand platform Generation Zero — positioning BCI as the organisation leading the generation that ends breast cancer deaths in Ireland entirely. Not better outcomes. Not improved survival. Zero.