ID takes Look Good Feel Better on the road

Beauty-trained volunteers at LGFB's branded Airstream trailer
Beauty-trained volunteers at LGFB's branded Airstream trailer

Experiential agency ID has developed a nationwide brand awareness roadshow for cancer support charity Look Good Feel Better (LGFB).

The 'Look Good Feel Better – On the Move' concept, which launched on 4 June in Epsom, Surrey, will tour 20 cities across the UK including Swansea, Plymouth, Leeds, Newcastle, Birmingham, Bath, Oxford, Sheffield, Peterborough and Cardiff. It has already visited Westfield White City in London, Manchester, Liverpool, Nottingham, Southampton and Brighton.

The activity is centred around a branded vintage 1950s Airstream trailer, which will have beauty-trained volunteers on-hand to talk about how the charity supports women going through cancer treatment.

They will be offering skincare and make-up advice and providing information on how to get involved through fundraising and volunteering.

The campaign is being supported by a digital and social strategy, with consumers encouraged to share their experience across social media using the hashtag #KISS20.

The new mobile service has been funded entirely through support from City-based interdealer broker ICAP’s 2013 charity day to help the charity reach more than 19,000 women and teenagers in 2014.

Ian Daniels, head of fundraising for LGFB, said: "Thanks to ICAP’s generous donation that has funded the LGFB 'On the Move' tour, Look Good Feel Better will be able to significantly increase awareness of our services in those cities visited during the tour, and in doing so will enable us to reach more women living with cancer."

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