Campaign SpotlightPress Release

This spot breaks the fourth wall to openly discuss how women with breast cancer really feel

LONDON, UK — Breast Cancer Now, the research and support charity, is launching a campaign created by advertising agency BMB, encouraging people to talk more openly about breast cancer.

The campaign is running during Breast Cancer Awareness Month in October across TV, social, and radio, and is 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 entitled “Real Talk,” a woman navigates life with breast cancer, from diagnosis through to treatment and beyond. Breaking the fourth wall and talking directly to the 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 the 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.

Directed by the Cannes Grand Prix-winning David Dearlove, through Blink, the 60-second spot broke on ITV on September 26, while a 30-second edit also debuted on this date, and an extended 80-second edit to be used for social channels.

Breast Cancer Now Director of Fundraising, Communications, and Engagement Rachael Franklin said, “We’re delighted to launch our latest brand campaign this Breast Cancer Awareness Month which aims to open up conversations about breast cancer and ensure anyone affected by the disease knows we’re here. We know that a breast cancer diagnosis can impact someone’s life in so many ways, with those who contact our nurses via our online Forum or Helpline often sharing feelings of isolation, confusion, and fear at stepping into the unknown – feelings they don’t always feel they can share openly with family and friends.

“It’s this reality we portray in our TV ad, in a bid to encourage open conversations around breast cancer. We want to remind anyone affected by breast cancer that you’re not alone – from our nurses to researchers, to fellow breast cancer patients, Breast Cancer Now is here for you. With over 55,000 women a year and one man every day being diagnosed with breast cancer in the UK, there’s no time to waste in opening up real talk about the disease,” Rachael concluded.

Matt Lever, CCO at BMB added: “Breaking the fourth wall allows us to get beyond the sanitized, walking-on-eggshells way that people sometimes feel they have to talk about breast cancer. Hopefully, our campaign will make breast cancer feel less daunting and make Breast Cancer Now be seen as the place to turn if you want to talk more openly about your breast cancer experience”.

The new campaign builds on Breast Cancer Now’s striking brand print campaign by BMB launched earlier in the year, which showed individuals explaining how they are touched by breast cancer and the many ways the charity helps people affected by breast cancer.


Charity/Brand: Breast Cancer Now
Client: Deanne Gardner, Associate Director, Brand Marketing
Rachael Franklin, Director of Fundraising, Communications
and Engagement
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

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