Breast cancer is the most common cancer in Scottish women with 1 in 9 affected in their lifetime. Despite enormous advances, knowledge of symptoms and survival rates were low. When it’s found early, breast cancer is more treatable. So we had to educate women that it’s not just lumps that can be a sign of breast cancer.
The bold idea
A UK advertising first. Showing real breasts with visible signs of cancer.
The campaign led to dramatic behaviour change, with 50% more women seeing their GP with breast cancer symptoms.
A combination of TV advertising, a bespoke experiential roadshow, radio and press led to a huge spike in symptom awareness. Women who’d seen the campaign were almost three-times more likely to be able to spontaneously mention a symptom from the ad.
The campaign generated almost £1million in additional exposure and was talked about around the world.
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