Today’s newspaper features a bespoke pink masthead, dedicated editorial content in the news and features sections, plus pink design theming throughout the edition.
Over 40 advertisers have come on board for the special issue, say the publishers. Brands including Barclays, Fiat, Vodafone and Virgin Media have produced bespoke ad creative, with others having added wear it pink’s badge to their ads to show their support for the initiative.
Metro is donating 10 percent 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 an 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. Rainbow Laces last night (Thursday 22 October) won two gold trophies at the Media Week Awards, held at London’s Grosvenor House Hotel.
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, said: “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.”
