blocshop creative brief // BCA website

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Creative Brief

Background Twenty years ago, breast cancer found a new voice. Not in scientific research or in new treatments to reverse the disease, but in the form of a real, tangible and truth-driven human network. A nimble group of women—who were living with or touched by breast cancer—who came together when no single organization or health care group was providing them with fundamental answers they needed to combat a disease that had consumed their lives. Twenty years later, Breast Cancer Action (BCA) continues to fight for a woman’s right to stay informed, protected and inspired. Frequently, the general public is fed broad-based awareness messages to bring breast cancer into a more visible light—wearing pink typically comes to mind. But where do these efforts go?

Who do they really help? And are they really changing the way medical professionals and patients manage the disease? Where can a woman turn when the business of cancer treatment is driven by profit and often mis-informed agendas? This is primary stomping ground for the work of BCA. Breast Cancer Action has never operated—nor wanted to be—a support group. Rather, it was designed to act as a fully transparent knowledge base, resource center and advocate for the audiences it serves—primarily women. These are women who have been diagnosed or who are being treated, women who want to address the root causes of the disease, activists for and sometimes against their stance, news media, policy makers...and the list goes on. In addition, BCA cannot “be bought,” as stated in their own terms. Under no circumstance will they accept, support, or outwardly align with an entity that profits from research or treatment of breast cancer. They are completely autonomous. Over the course of twenty years, this position has allowed BCA to act as a compassionate and true champion for positions that matter; e.g. highlighting environmental links to breast cancer, FDA policy reform, tough stances on high profile diagnosis and treatment methods...and much more.

Breast Cancer Action have been called the “bad girls of breast cancer” because of their methodology. And, due to their autonomy, they do raise hell. In the social/political/financial/environmental/psychological arena that is breast cancer...not many organizations are willing to “tell it like it is." So BCA tells the truth—even when the truth is ugly. They connect breast cancer to larger social justice issues that make the disease not just about women's health, but more that it is intrinsically connected to poverty, discrimination, corporate greed, exposure to environmental toxins based on geography, careers, your class as a citizen, your ethnicity, etc.. They are the shoulder to cry on, the ear that listens, the mouth that advocates and the head that uses knowledge and information to create a real, tangible difference for women.

Task Re-architect, re-design and re-build BCAction.org, leveraging WordPress as the technology to power the experience.

Target audience(s) The audience(s) we are speaking to is vast. There are specific individual types and groups that follow the work of BCA and thus many paths that take audiences to the website and other communication channels. The following breaks it down in a more simple way, but does not by any means put a stamp on a final audience set. Primarily, and over arching, BCA speaks to a female audience who is active or potentially active in the work against breast cancer.

Client: Breast Cancer Action

Job: Website Design/Build

Version Date: 7 / 7 / 2010 DRAFT 1

Proprietary and Confidential © 2010 blocshop, LLC • blocshop.com • info@blocshop.com

Creative Brief

Members—Members constitute anyone whose name appears in our database. These are typically individuals who have surrendered their contact information and/or people who have contributed a money-based donation in support of the organization. This includes in-kind gifts (like automobiles) and stock from a company or trust. These are core contributors who have vested interest in the success and image of the organization.

Donors—individuals who have contributed money or resources, but who may not be fully aware of BCA's specific mission and work.

Supporters—individuals that have surrendered contact information and who stay apprised of BCA’s updates and momentum.

Activists (for)—individuals who speak openly and in unison with the values and mission of BCA. Observers—individuals who do not contribute, but who follow the work of BCA. Advocates—individuals or ally groups who voice opinions and agendas on behalf of BCA—this group is all encompassing and can include members, supporters and activists. In addition, independent organizations who have parallel agendas or opinions (that is who work on environmental, inequities, or social justice issues).

Volunteers—individuals who donate time, energy and resources to forward the mission and work of BCA. Other—The general public, news media, policy makers, activists from associated efforts/campaigns/causes, friends-of-friends.

What is the key message we want to leave with our target?

Breast Cancer Action is that friend from New York who will tell you the truth, face the storms, or bust down doors—all while completely understanding your situation and showing you how to push forward.

What are the predominant supporting brand messages?

BCA provides information to anyone who needs it via newsletters, web sites and a toll-free number.

BCA organizes people to do something besides worry.

BCA advocates for policy changes directed at achieving risk reduction through understanding and eliminating the root causes of breast cancer; working towards treatments that are not near fatal or that cause other diseases; and assuring universal access to quality health care.

Client: Breast Cancer Action

Job: Website Design/Build

Version Date: 7 / 7 / 2010 DRAFT 1

Proprietary and Confidential © 2010 blocshop, LLC • blocshop.com • info@blocshop.com

Creative Brief

What are our supporting brand traits? If Breast Cancer Action were a person, they would be: Truth-telling Unapologetic Confident Approachable Progressive In-it-for-the-long-haul Proud Watch-dog Approvals: Required once document is finalized.

________________________________ Ben Wilkinson, Founder

________________________________ Angela Wall, Marketing Director

Date:

Date:

Client: Breast Cancer Action

Job: Website Design/Build

Version Date: 7 / 7 / 2010 DRAFT 1

Proprietary and Confidential © 2010 blocshop, LLC • blocshop.com • info@blocshop.com