Breast Cancer Now

Gallery of Hope

Agency: BMB


Breast Cancer Now, the UK’s leading breast cancer research and support charity, has launched a new campaign that highlights the true value of time for people living with incurable secondary breast cancer.

Created by BMB for Breast Cancer Now, “Gallery of Hope” was made in collaboration with people living with secondary breast cancer to shine a light on the importance of continuing research. There are approximately 61,000 people living with the disease in the UK. More research can lead to more treatment options, which in turn can give those living with secondary breast cancer more time.

An emotive exhibition of memories yet to be made was held at the Saatchi Gallery, London on Wednesday 13 and Thursday 14 March sharing snapshots of future moments that participants in the campaign described as those which they most hoped to see.

The event is supported by an online gallery available to view here, on Breast Cancer Now social channels and paid social media activity until the end of March. A documentary film has also been released following the exhibition sharing the story behind the Gallery of Hope and the participants’ personal experiences, as well as short films for each person whose portrait was featured. The films were directed by documentary film maker Jessie Ayles.

For the exhibition, each participant's portrait was shot by the renowned photographer Jillian Edelstein. Jillian has over 100 works in the National Portrait Gallery’s collection and some of her most acclaimed photographs include portraits of Nelson Mandela, Catherine, Princess of Wales, and Kate Moss. To create the photos of the future, AI models were trained on these portraits to generate unique images that retain the photographer’s style, as well as poses, facial expressions and likeness in portraits showing future scenarios.

For example, Louise Hudson, an accomplished dancer and stage performer, is pictured performing a solo rendition of a dance from The Nutcracker at the annual Chelsea Ballet School performance, watched by her husband. While Mel Khaled is seen standing in front of a beautiful olive tree adorned with fairy lights as she hosts an opening party with her husband for a wellness retreat the pair are planning to build in Cyprus. And Nina Lopes is walking with her teenage daughter in Japan, dressed in traditional outfits, surrounded by cherry blossom trees.

BMB partnered with Untold Studios for the AI portion of the campaign.
Simon Vincent, Director of research, support and influencing at Breast Cancer Now, said: “Gallery of Hope shines a much-needed spotlight on the realities of living with secondary breast cancer, through people sharing their own experiences and future moments they hope to see. This exhibition hits home just how much more needs to be done for the estimated 61,000 people living with secondary breast cancer in the UK, and the vital role of research in bringing hope – and indeed time – so that people with the disease live to see the future moments that matter so much to them.”
Bianca Eglinton, Creative Director, BMB, said: “We’re so proud to be continuing our work with Breast Cancer Now in a new campaign that gives people living with secondary breast cancer a unique platform through which to share their hopes for the future. We hope that the campaign will help underline the importance of research and contribute to our ongoing mission to get people talking more openly about breast cancer.”

Jillian Edelstein, photographer, said: “I’m so happy to be able to take part in the Gallery of Hope, to help those with secondary breast cancer visualise the future moments they hope to see, thanks to the incredible research Breast Cancer Now helps to fund.”Simon Legrand, real-time supervisor at Untold Studios added, “It’s so important that we use AI for good, in this case to raise awareness of Breast Cancer Now’s incredible work. The aim of this project is to provide a sense of hope for people experiencing or affected by breast cancer and we're proud to have played a role in bringing it to life.”

BMB has created a series of successful campaigns for Breast Cancer Now, including the award winning “The Chat”, the UK’s first drama series to play out in a group chat in a messaging app, and “Stories of Secondary”, a moving short film exploring what life is like for people living with secondary breast cancer. The agency’s first work for the charity, “Real Talk”, encouraged people to talk more openly about breast cancer.

This professional campaign titled 'Gallery of Hope' was published in United Kingdom in March, 2024. It was created for the brand: Breast Cancer Now, by ad agency: BMB. This Experiential and Integrated media campaign is related to the Health industry and contains 13 media assets. It was submitted 4 months ago.


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