Breast Cancer Now

Encouraging people to talk more openly about breast cancer

Agency: BMB


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.”

This professional campaign titled 'Encouraging people to talk more openly about breast cancer' was published in United Kingdom in June, 2023. It was created for the brand: Breast Cancer Now, by ad agency: BMB. This Print medium campaign is related to the Public Interest, NGO industry and contains 4 media assets. It was submitted 4 months ago.


Advertiser/Brand: Breast Cancer Now
Rachael Franklin Director of Fundraising, Communications and Engagement
Deanne Gardner Associate Director of Brand Marketing
Lauren Songour Head of Brand Marketing & Planning
Nick Wakefield Head of Brand
Daisy England Brand Marketing Manager
Jess Mason Senior Brand Marketing Officer

Creative Agency: BMB
CCO Matt Lever
Creative Director Bianca Eglington
Head of Design Ted Smith
Designer Mark Gould
Motion Designer Sam Hamer
CSO Mel Arrow
Senior Strategist Amy Bowker
Senior Account Director Rosie Morahan
Producer Sofi Goddard
Photographer James Day
Photographer’s Agent Siobhan Squire

Media planning/buying Adgenda Media International (AMI)
Senior Client Director Phillipa Williams
Planning & Strategy Director Mike Patsalou
Senior Client Manager Beth Nokes


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