Summary / objectives

The Southend Hospital bosom pals appeal aims to raise enough to buy two new digital mammography machines and associated computer equipment for the breast cancer care unit. This new screening equipment will allow Southend University Hospital to improve cancer detection rates among the women of South Essex.

Background

The Southend Hospital Charitable Foundation is an independent registered charity which raises money for fundraising projects at Southend University Hospital NHS Foundation Trust. Past fundraising campaigns include the stroke busters appeal and the healing hearts campaign. The bosom pals appeal is the charitable foundation’s current appeal.

Breast cancer is the most common cancer in women in the UK. One in nine women will develop breast cancer at some point in their lifetime and over 300 men are also diagnosed with breast cancer each year. In order to give patients the best possible care, the appeal aims to raise £750,000 which will fund improvements to the breast cancer care unit including enhancements to the patient environment and new screening and treatment technology.

Since it began in 2007, the bosom pals appeal has attracted a wide range of supporters who have organised and participated in a variety of unusual and innovative fundraising events.

A record breaking naked rollercoaster ride. In August 2010, 102 people met at Adventure Island theme park in Southend to ride the Green Scream rollercoaster without any clothes on. The rollercoaster ran three times to accommodate the crowd of nudes and over £22,000 was raised for the appeal.

A police jailbreak. Over 20 police officers and civilian staff took part in a jailbreak in aid of bosom pals in the summer of 2010. Their mission was to get as far away as possible from the borough in 24 hours. Over £1,700 was raised for the appeal.

A big beach bang.This fireworks show has become an annual event in Southend and in 2010 raised £3,000 for the cause.

Pink Crystal Ball.Over £16,000 was raised in October 2010 at this glamour ball. Sponsored by local companies and with a very lucrative live auction, guests raised funds and awareness of the cause.

Furthermore the appeal has attracted a number of local corporate partnerships and offers opportunities for employee fundraising involvement and payroll giving.

Influence / impact

So far, the appeal has raised £400,000 and is still aiming to reach the target of £750,000. However the money is already starting to make a difference to the patients of the breast unit at Southend University Hospital as a second MRI machine has just been received which enables doctors to help women whose cancers may be more difficult to detect.

Merits

SOFII champions innovation and this campaign really shows originality and imagination in its fundraising methods. By organising a wide range of events, the campaign has appealed to the wider public and has built up a steady and loyal body of support that will help it to reach it’s target of £750,000.