FAB1 On The Road with Breast Cancer Care

The iconic pink car owned by Thunderbirds character Lady Penelope, FAB1, is the driving force behind a new campaign by Partners Andrews Aldridge for Breast Cancer Care.

 

Presenter Chris Evans came up with the idea to recreate FAB1 as a modern day Rolls-Royce and rent it out to raise funds for breast cancer awareness.

Rolls-Royce, a PAA client, teamed up with Evans, reproduced the car and made it available for hire.

 

Partners Andrews Aldridge has created an integrated campaign ‘#FAB1Million’ to support the initiative. The aim of the campaign is to raise £1 million for the charity over the next 12 months.

 

The campaign will launch on April 18th, the same day Chris Evans, Gary Barlow, James May and Prof. Brian Cox attempt to drive FAB1 from Land’s End to John O’Groats in 24 hours.

 

Partners created the visual identity for FAB1 Million and has collaborated with sister agency Fantastic Thinking to deliver a website showing the route of the drive and stop-off points at www.fab1million.co.uk

 

The agency has also created a Twitter personality and Facebook page for the car, which will serve as the hub of information for the campaign, as well as encouraging people to donate and hire out FAB1. They also plan to support the campaign throughout the year with a series of initiatives.

 

Partners has collaborated with The Scarlet Life and Brand Events in making this campaign come to life.

 

Breast Cancer Care chief executive, Samia al Qadhi, said: “FAB1Million is an incredibly exciting project and we’re grateful to everyone involved in making Chris Evans’ brilliant idea come to life. We can’t wait to see the FAB1 Rolls-Royce on the road and raising funds to ensure that no-one faces breast cancer alone. Funds raised by FAB1Million will enable Breast Cancer Care to provide free information and support to many thousands of people affected by breast cancer. So whether you book the car for a special day or make a donation through the FAB1 text donation line, we hope everyone across the UK will get involved.”

 

People can take part by texting FAB to 83222 for @BCCare. Every time the total of donations reach £7,500, a lucky person will be chosen to win the FAB1 car for a day.