Someone dies of breast cancer every 45 minutes in the UK, that’s 11,500 people every year. In fact, one in three women diagnosed with cancer have breast cancer, and it is the leading cause of death in women under 50.
In April 2019, two breast cancer charities merged to create one charity for everyone affected by the disease. They approached us to create a brand campaign to launch the newly formed charity, Breast Cancer Now.
The newly merged organisation is the UK's most comprehensive breast cancer charity, bringing together research and care for the first time. This means they have a complete view of breast cancer, the whole way through the journey. Our campaign is built around the creative idea of 'What We See', a powerful translation of Breast Cancer Now’s all encompassing approach.
Life with breast cancer is full of extreme ups and downs. Yet depictions of the experience tend to homogenise around a one size fits all, overly tender and optimistic version of life with the disease.
Eschewing these worn out tropes, the campaign cultivates hope by featuring intimate portraits of women living with breast cancer, bringing together a diverse collection of personalities, experiences and perspectives to show breast cancer from a new angle.
'What We See' is brought to life across the campaign’s artwork through a split-screen visual device, which explores the emotions of the breast cancer journey and Breast Cancer Now’s role in it. The obscure and microscopic cancer cells represent uncertainty, highlighting the importance of continued research. They are contrasted with defiant portraits of women living with breast cancer, underscoring that the lives of real people are central to the charity’s commitment to care.
We applied Breast Cancer Now’s new visual language throughout, creating a striking typographic treatment that builds recognition around the new branding.
The campaign was brought to life across multiple media, including out of home (bus, tube) and social media (facebook, instagram, twitter, youtube). Audio activations feature real women living with breast cancer telling their stories, these include radio (Classic FM, Smooth Radio, LBC) and Spotify adverts.