BREAST CANCER NOW- BRAND LAUNCH
CREATED AT Y&R LONDON
DIRECTED BY WILKINS & MAGUIRE THROUGH STINK
Brief
The two biggest breast cancer charities in the UK have merged to form Breast Cancer Now.
Our brief was to launch the new charity.
Insight
Breast Cancer Now's aim is to stop women dying to breast cancer by 2050... We think it's incredibly empowering to realise that in our lifetime, the last woman will die of breast cancer.
Idea
THE LAST ONE
The last person to die of breast cancer has already been born. Within the next 35 years breast cancer will have taken its last life. This is an empowering and uplifting idea for PEOPLE everywhere; it’s hopeful, achievable and inspiring.
We wanted to show the strength of real women delivering this message to inspire sufferers, families, and the female community to rally and make the last one a reality.
To voice our inspiring message of The Last One we knew we wanted to use real breast cancer sufferers...
Casting was therefore the high priority for this project and one of the main reasons we wanted to work with documentary film makers, Wilkens & Maguire.
We found a number of absolutely amazing women who inspired the campaign more than we could have imagined.
All in all we created both a 60 and 30 second film for TV and online, a preroll, 7 interviews with the women, several print ads, and numerous video snippets to post on social media.
THE INTERVIEWS
We asked 5 of our women, and 3 of their family members to talk to us about their experiences with primary and secondary breast cancer. They blew us away, giving us so much powerful content we created not only 7 interview films, but also 11 films for social posts.
EMMA
RASHPAL
JULIE
DANIELLE
CAITLYN. DANIELLE'S DAUGHTER
ALEX
ALEX'S MUM AND SISTER
