Fashion Targets Breast Cancer Million Model Catwalk

Teaser video for the Fashion Targets Breast Cancer 2009 'Million Model Catwalk' marketing campaign


Objective Brief

Create online discussion ahead of Fashion Targets Breast Cancer’s Million Model Catwalk publicity campaign in order to support their advertising campaign.


Fourteen Ten hosted a London bloggers meetup event and then launched a blogging outreach and twitter campaign. The campaign asked the online community for their ideas and opinions on how this charity could communicate better with the public through social media channels.


  • Our blogger event was a great success becoming fully booked with 70 bloggers in attendance.
  • The outreach campaign achieved a potential audience of 1,025,604 at a cost of 0.004 pence per view, helping Breakthrough Breast Cancer to reach the wider audience they required.

“Working with Fourteen Ten on this campaign was not only fun but they really put their heart and soul into the digital PR and opened our eyes to a valuable, rewarding and tangible way of communicating our key campaign messages to a wider audience”
Natalie Legg – Fashion Brand Manager: Fashion Targets Breast Cancer