Boobyball is returning this fall after a seven-year hiatus, with Rethink Breast Cancer and Dentsu Creative Canada using the comeback to reposition the fundraiser for a new generation of supporters.

The themed event, scheduled for Oct. 16 in Toronto after last being held in 2019, coincides with Rethink Breast Cancer’s 25th anniversary and introduces a visual identity designed to reflect how younger audiences engage with charity causes today.

Rather than simply modernizing the look, Dentsu Creative Canada says it had a mandate to evolve the platform into a more participatory, community-led expression of support that extends beyond the event itself, while preserving the purpose that defined Boobyball for more than two decades. Inspired by a hug, the ‘BB’ mark captures the closeness and comfort of connection, with the two letters coming together to create a shine detail in a nod to Boobyball’s celebratory spirit.

Images courtesy of Rethink Breast Cancer

“The logo, design and colour palette had not been updated in many years and needed to reflect today’s audiences,” says Alison Lawler-Dean, who was appointed CMO at Rethink Breast Cancer in January. “Now, the logo offers more meaning connected to women supporting women and the word mark also nods to the very first Boobyball logo.”

A broader creative platform, “This is what showing up looks like,” will roll out through the fall, encouraging supporters to engage with breast-cancer awareness both at the event and beyond. Media includes paid digital and social advertising, alongside donated out-of-home facilitated by Talon. Pomp & Circumstance and Dentsu EGS are supporting communications.

Boobyball’s origins date back to 2002, when a group of young women in Toronto threw a party in support their friend, Sarah O’Regan, who had been diagnosed with advanced breast cancer. It eventually grew into a national fundraising movement supporting Rethink Breast Cancer.

For the non-profit, Boobyball’s refresh and accompanying campaign are about ensuring one of its best-known properties continues to resonate with younger audiences while welcoming back long-time supporters. Lawler-Dean tells strategy that Boobyball has traditionally attracted younger professionals, many attending their first philanthropic event, but this year’s return is expected to draw a broader mix of supporters.

“We have tons of people who have been connected to [Rethink Breast Cancer] since 2001 and all the people who have been waiting for [Boobyball] to come back since its hiatus … so we will have a really broad audience of Rethinkers in attendance,” Lawler-Dean says. “We have a new committee of people who offer fresh perspectives and have also invited past committees, including the women who threw the first event.”

Boobyball’s relaunch builds on Rethink Breast Cancer’s broader 25th anniversary campaign, developed by No Fixed Address earlier this year, which introduced a refreshed brand identity and highlighted the diverse experiences of younger people affected by breast cancer.