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GIRLvsCANCER: Smash The Stigma, 3
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GIRLvsCANCER has partnered with BBH to launch a boundary breaking campaign addressing a major (but rarely discussed) survivorship issue of people living with and beyond cancer. Sex. Half of the population will develop some form of cancer over their lifetime. Of women that get cancer, less than a third are given any information about how a diagnosis or the side effects of treatments, both physical and mental, will affect their sex life. No wonder 60% of women* with cancer say they experience sexual dysfunction. GIRLvsCANCER is determined to bring fundamental awareness to this issue, starting a conversation that confronts the stigma and puts the cancer community’s sexual health and pleasure – during and after diagnosis and treatment – in the spotlight. As a response, and in partnership with creative agency BBH, GIRLvsCANCER is launching a provocative campaign, aimed at normalising sex and cancer as something that can be openly and candidly discussed. At the centre of the campaign, created by BBH and photographer Katie Burdon, is a visual OOH execution that stops people in their tracks, with sensuously shot close up nudes of women with experience of cancer and the powerful line: ‘Cancer won’t be the last thing that f*cks me’. The campaign is further supported by three films, also from BBH and directed by Sophia Ray, featuring women talking about their cancer journey and rediscovering their sexuality through the themes of mind, body and soul. The films are defiant and sexy, without being explicit. They subvert the conventional narratives around cancer to an unexpected (happy) ending with one including a lip biting, sensual orgasm. Authenticity is at the heart of this campaign. All the women featured in both the OOH and films have, or have had, cancer. The film scripts were all written in close collaboration with the women, telling their stories in a way that felt real, raw and faithful to their experience. A social campaign will run alongside the work, and illustrators Antony Burril, Marylou Faure, Kris Andrew Small, Kelly Anna, Telegramme, RUDE, Adam Hayes and Biff will be releasing their own interpretations of the campaign concept, which will be featured on GIRLvsCANCER’S social media.
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