Breast Cancer Now, the research and support charity, is launching a campaign created by BMB, encouraging people to talk more openly about breast cancer.
The campaign is running during Breast Cancer Awareness Month (October), across TV, social and radio, and also supported in press and digital. It marks the first TV campaign from BMB since the creative agency was appointed to the Breast Cancer Now account last year.
In the TV spot, “Real Talk”, a woman navigates life with breast cancer, from diagnosis through to treatment and beyond. Breaking the fourth wall and talking directly to camera throughout the spot, she shares with the viewers her real feelings, in contrast to the more carefully considered responses we hear her give to her friends and loved ones. But it’s in a Breast Cancer Now support group that she feels she can share her true feelings out loud: delivering the same response both in her aside to camera and to the person she’s talking to, a member of the Breast Cancer Now support group, who has also experienced breast cancer.
The ad ends with the message: “Want to talk more openly about breast cancer? We’re Here”, inviting people who might be worried about or experiencing breast cancer to turn to the charity and find the support to talk more openly about breast cancer.
This professional campaign titled 'Real Talk' was published in United Kingdom in September, 2022. It was created for the brand: Breast Cancer Now, by ad agency: BMB. This Integrated medium campaign is related to the Health industry and contains 1 media asset. It was submitted 8 months ago.
Charity/Brand: Breast Cancer Now
Client: Deanne Gardner, Associate Director, Brand Marketing
Rachael Franklin, Director of Fundraising, Communications
Lauren Songour, Head of Brand Marketing and Planning
Nick Wakefield, Head of Brand and Communications
Daisy England, Brand Marketing Manager
Title: “Real Talk”
Creative Agency: BMB
Chief Creative Officer: Matt Lever
Creative Director: Matt Lever / Bianca Eglinton
Creative: Bianca Eglinton
Acting Head of Strategy: Rebecca Moody
Senior Strategist: Amy Bowker
Managing Director: Claudia Wallace
Account Director: Rosie Morahan
Producer: Nadia Amico
Director: David Dearlove
Production Company: Blink
Producer: Rich Wilson
Sound Design: Parv Thind @ Wave
Post Production: Black Kite
Media Planning/Buying: AMI