Breast Cancer in Portugal

2. Breast Cancer in Portugal • 1 out of every 12 women in Portugal will get breast cancer • 4500 new cases every year & the incidence of breast cancer is increasing each year • 1500 women in Portugal die from breast cancer every year making it the leading cause of death among women in Portugal • With early detection and correct treatment, there is a 90% probability of survival.  

3. Laço’s Vision All women in Portugal will have access to the preventative measures necessary to ensure the early detection of breast cancer. Every woman with breast cancer will receive the best possible treatment within an ideal time frame for her specific type of breast cancer. As a direct result, the number of deaths resulting from breast cancer will be substantially reduced.

4. Strategic Objectives • To have a significant impact on breast cancer issues in Portugal by establishing and fulfilling ambitious goals. • To change the perception of breast cancer in Portugal through on going educational campaigns. • To have a significant impact on a significant number of people through major structural change, rather than direct one on one contact with individuals.

5. About Laço • Founded in 2000 • Executive committee of 7 women • 100% Voluntary Association • Negligible Administrative costs • Series of pro bono professional partners

6. Principle Activities • Laço has raised in excess of 1,500,000€ through events, donations and corporate sponsorship • Public information campaigns on TV, outdoor, press, radio, leafleting and internet to bring breast cancer into the public eye

7. Financial Grants • Over 1,000,000€ to the National Breast Cancer Screening Programme, which included the purchase of 4 fully-equipped mammogram units. • Financial support of the “Consulta de Risco Familiar" Project at the IPO in Lisbon which identifies and counsels families with the BRCA1 and BRCA2 genetic mutations. • In 2007, 350,000€ to the Hospital de S.João in Porto for the creation of a Centre for Excellence in the Diagnosis and Treatment of Breast Cancer.

8. Fashion Targets Breast Cancer: 2006 • Objectives: • To capture the interest and good will of the public. • To create a campaign that would gain momentum every year. • To create the “Must-Have” fashion accessory of the summer of 2006 • To open a direct line of communication with women in Portugal. • To create a vehicle for large scale fundraising.

9. Results • Sold 16,067 t-shirts in 7 Weeks • Raised 254.534 € with minimal costs. • 82 Media clippings. • 65 press • 8 TV • 9 internet • Complete Advertising Campaign including TV, press & outdoor. • Unconditional celebrity support. • Very young consumer profile

10. Press Clippings

11. FTBC 2007 • Maintained the fashionability of the brand making it the “must-have” accessory of 2007 with 2 new styles and sold-out 16,000 T-shirts in 3 months • Reinforced the brand values building on existing consumer franchise created in 2006 and confirmed the campaign as an annual event • Established the target logo as a dynamic symbol of the fight against breast cancer in Portugal

12. Campaign Elements 2007 • Launch • Media campaign • More Television – numerous interviews • Micro-site • Print advertising campaign • Fashion Targets Friday

13. Major Projects 2008 • March 8th Annual Lunch • April Launch of 3rdFashion Targets Breast Cancer campaign • June 8th Laço Golf Challenge - Quinta da Marinha Oitavos

14. Further Information www.laco.pt