BREAST CANCER NOW UK
LOVE HATE RELATIONSHIP
Fear around COVID-19 was preventing women from seeking medical advice and getting their breasts checked. UK charity Breast Cancer Now asked us to create a film to mark Breast Cancer Awareness Month, with the aim of amplifying its ‘Check Them’ awareness campaign. This called for a fresh approach, something that had never been done before and we identified an opportunity to tell the whole story, to celebrate the love/hate relationship women have always had with their breasts. We talked to woman across the UK from a diverse range of age, ethnicities and backgrounds about their experiences – they were eager to share their stories and talk openly, often for the first time.
We turned to animation to bring the stories to life; diversity and inclusion were an important consideration and the freedom of this format would enable woman of all backgrounds to identify with the content. We approached award-winning filmmaker, Anna Ginsburg to produce the piece – the result charts the relationships women have with their breasts over the course of their lives and ends with the simple, yet compelling call to action: ‘Love Them. Hate Them. Check Them.’
The campaign scored wins at Clio Health Awards, LIAs, The Brand Film Awards EMEA and was voted in the top 6 Healthcare Campaigns of the year by PRWeek US. It was also Staff Pick Of The Month on Vimeo and also scored a rare nomination for Best Video Of The Year.
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