Campaign SpotlightPress Release

BMB and Breast Cancer Now encourage people to talk more openly about breast cancer

LONDON, UK — Research and support charity Breast Cancer Now has launched a new campaign, created by creative agency BMB, to encourage more open and honest conversations about breast cancer.

Drawing on the 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 end line  : “Want to talk more openly about breast cancer? We’re Here.”


Rachael Franklin, Director of Fundraising, Communications, and Engagement at Breast Cancer Now, said, “We know that having breast cancer can be an isolating experience and that it can be hard to talk openly and honestly about it with friends and loved ones. That’s why we felt it was so important to shine a light on how the inner thoughts and feelings of someone affected by this devastating disease can go unsaid and to encourage open and honest conversations.

“We also want anyone affected by breast cancer to know that, whatever your questions or concerns about breast cancer, we’re here.”

Matt Lever, CCO at BMB, said, “This campaign is the next step in our mission to get people talking more openly about breast cancer, and to position Breast Cancer Now as the charity who are here for open and honest support.”


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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