If I had more time

Breast Cancer Now, the UK’s leading breast cancer research and support charity, is releasing a powerful and emotional film portraying the reality of living with incurable secondary breast cancer. In the film, titled ‘If I had more time’, nine women share the ways they would spend more precious time if they could, highlighting the urgent need for more research to extend people’s lives.

The film explores what it feels like to live with a secondary breast cancer diagnosis and the one word that lingers in the minds of those affected - “If” - as they look to an uncertain future and the precious moments that they may tragically be deprived of by this disease.

Breast Cancer Now is working tirelessly to change the outlook for people living with incurable secondary breast cancer, recognising research as the one ‘currency’ that holds the potential to ‘buy’ them more time with loved ones and to do the things that matter to them. And with an estimated 61,000 people in the UK currently living with the disease, there is no time to waste in making this happen.

Created by creative agency BMB, the “If I had more time” campaign asks people living with secondary breast cancer what they would do if they could be afforded more time. Their heartbreaking answers include wishes to see their children grow up and get married, dreams of traveling the world and hoping they’ll have the time to tell all those closest to them that they love them, before it’s too late.

Shot in a documentary style, the film is raw and very moving, showing these women in their own homes, talking in their words, and revealing to us both their vulnerabilities and their strength in dealing with their diagnoses.

October is Breast Cancer Awareness Month and Breast Cancer Now is shining a spotlight on incurable secondary breast cancer, launching the month of activity with “If I had more time”. Secondary breast cancer is often overlooked in mainstream discourse around breast cancer, and Breast Cancer Now are committed to putting this right both during Breast Cancer Awareness Month and beyond.

A 60” TVC will debut on ITV on 25th September and run for a week, followed by a 30” edit that will run until 22nd October 2023.

The campaign will be supported across Radio, Social and Digital, with a long-form 110” edit sitting on the campaign landing page.

The Social and Digital Display features striking portraits of the women in their homes, alongside their thoughts of what they would do if they had more time.

The campaign was directed and photographed by Katie Burdon through Academy Films. Media planning and buying was handled by AMI.