The Clearing hired to help launch new charity Breast Cancer Now

The Clearing has been handed a brief to support and publicise the launch of the new charity Breast Cancer Now following a competitive pitch.

It has been tasked with establishing the organisation's brand positioning, name and visual identity following the recent merger of Breast Cancer Campaign and Breakthrough Breast Cancer into a new body.

The stated aim of the organisation is to eradicate deaths from breast cancer by 2050, with a debut TV advert called The Last One developed by London-based agency Rainey Kelly Campbell Roalfe/Y&R.

The Clearing has been tasked with establishing the charity's brand positioning, name and visual identity, having previously worked with stakeholders from both legacy charities to develop the new name.

It has been tailored to be easily usable by the charity's supporters and its corporate partners, including Asda, Marks and Spencer and Debenhams.

Jonathan Hubbard, creative director at The Clearing, said: "In Breast Cancer Now, we believe we have a strong and accessible brand capable of reaching out to and uniting everybody affected by the disease."