News & Opinion

Metro wears it pink for Breast Cancer Now

Metro has turned pink for the day in support of Breast Cancer Now's annual fundraiser, wear it pink.

Today's Metro newspaper features a bespoke pink masthead, dedicated editorial content in the news and features sections, plus a pink design theme throughout the edition.

Over 40 advertisers are supporting the special issue. Brands including Barclays, Fiat, Vodafone and Virgin Media have produced bespoke creative, with others adding wear it pink's badge to ads to show their support for the initiative.

Metro is donating 10% of its net display advertising revenue from the edition to Breast Cancer Now, as well as encouraging text donations from its 3.4 million readers.

Today's issue marks only the second time in Metro's history that its entire newspaper has been dedicated to a single cause. In 2014, Metro teamed up with Paddy Power and Stonewall for a Rainbow Laces special edition, tackling homophobia in sport. At last night's Media Week Awards, Rainbow Laces won two gold awards.

Grant Woodthorpe, trading director at Metro, said: "The entire Metro team is right behind this cause and we know it's one that's close to our readers' hearts as well. It's incredible to see so many brands willing to get on board and also show their support too. We showed with Rainbow Laces the impact a single, dedicated edition of Metro can make, with 91% of our readers agreeing that seeing brands working together like this makes the message so much more powerful."

Ellie Adam, senior fundraising products manager at Breast Cancer Now, added: "We're so excited that Metro decided to join us in wearing it pink today! We'd like to say a huge thank you to everyone at Metro for their amazing support. Wear it pink is the UK's biggest and pinkest fundraiser and each year we are overwhelmed by the huge numbers of people who get involved at the office, at school or even just at home. The money raised by wear it pink goes towards cutting-edge research carried out by Breast Cancer Now scientists, to stop this devastating disease."

For further information, visit wearitpink.org or to donate £3 to wear it pink text METRO to 70444.

by Liz Jaques 23/10/15

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