The Pink Tulip Foundation, a Toronto-based breast cancer charity, has relaunched its website, PinkTulip.ca.

Developed with Toronto’s Ariad Custom Communications, the new website targets girls 12 to 17 with social media applications, quizzes, surveys and a forum for teens to share fundraising stories.

The emphasis is on connection, says Ariad senior account director Suzanne Burrows. ‘We wanted to make it more interactive, the audience being young girls,’ Burrows tells MiC. ‘The site had been around for two years, so we wanted to give it a new look and a more energized feel.’

Burrows says this is the first step of an integrated communications campaign that will continue to build on website content, and plans are afoot to mount an online drive in the near future. Potential plans include tulip-planting events, a partnership with Cancer Care Manitoba to develop the ‘Be Pink’ educational campaign through schools and other Canadian organizations, and further website promotion.

‘A lot of awareness for the site is generated through Facebook,’ she says, adding that an ambassador campaign and a ‘Pink Tulip Viral Garden’ initiative are also being considered.

The site also provides more ‘corporate’ information relevant for moms and teachers in a separate area, keeping the main focus on the younger target.