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Breast Cancer Now: We're Here, 2


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Research and support charity, Breast Cancer Now, is launching a new campaign, created by BMB, to encourage more open and honest conversations about breast cancer. The campaign launches this month, and will run in press, social, radio and digital display. Drawing on experiences of people who have had breast cancer, the creative juxtaposes how internal concerns, questions and fears can often differ from what people choose to say out loud. In one poignant example the narrative: “Yes, men can get breast cancer,” is set alongside an internal monologue that asks, “I wish I didn’t have to explain my diagnosis”. In another the headline, “Mummy has breast cancer” appears alongside, “How do I tell them I might not get better?” Shot by award-winning photographer James Day, the new print work is an extension of the ‘Real Talk’ TV campaign, in which a woman diagnosed with breast cancer, breaks the fourth wall to reveal her internal feelings and fears, whilst outwardly masking how she really feels to family and friends. Both the TV campaign and new print creative direct viewers to Breast Cancer Now’s support services and share the endline: “Want to talk more openly about breast cancer? We’re Here.”
Credits Other credits

Client

Communications Director Rachael Franklin

Marketing Director Deanne Gardner

Head of Marketing Lauren Songour

Head of Brand Nick Wakefield

Marketing Manager Daisy England

Marketing Jess Mason

Agency

Design Director Ted Smith

Designer Mark Gould

Motion Designer Sam Hamer

Chief Strategy Officer Mel Arrow

Strategist Amy Bowker

Account Director Rosie Morahan

Media Adgenda Media International

Client Director Phillipa Williams

Strategy Director Mike Patsalou

Manager Beth Nokes

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