Integrated marketing agency iris has been appointed by Breast Cancer Care to activate its annual Strawberry Tea fundraising this summer.

iris will be launching a nationwide campaign to encourage women across the UK to host their own Strawberry Tea party.

The campaign will go live in April and run until June, 2010. The strawberry-themed tea parties are designed to fund the charity’s work supporting people affected by breast cancer through a variety of initiatives such as cake sales, entrance fees and raffles.

iris, which has been charged with creating a brand new identity for this summer’s Strawberry Tea campaign, will be launching direct marketing materials such as fundraising packs for the campaign. The agency is also due to recruit a number of strategic partners, which it will work alongside to leverage the property.

Jessie Billing, community fundraising marketing manager at Breast Cancer Care, says: “We are here to support anyone affected by breast cancer and the great thing about Strawberry Teas is that anybody can hold one. They can be as simple as you like. This year, as well as speaking to our existing audience we are aiming to encourage those who have never held a Strawberry Tea party before to get involved, and we believe the vibrant creative of this campaign will do this.”

Steve Bell, chief executive of iris London, says: “It’s great to be working on such an important campaign that has been responsible for making a real difference to people affected by breast cancer. Our campaign aims to give the Strawberry Teas property a consistent and unique creative identity and dial-up the ease and simplicity of the event.”