Insight

Most women don’t have a relationship with their breasts.

Over half of women in the UK don’t check their breasts. By not acknowledging this important relationship many women forget about the importance of checking.

Idea

Celebrate the whole story of having breasts.

Through film and radio we charted the relationships women have with their breasts over the course of their lives, from embarrassment as they first develop, to dealing with attention from others, breastfeeding children and getting checked and treated for breast cancer.

The piece ends with the simple, yet compelling call to action: ‘Love Them. Hate Them. Check Them.’

Impact

Created debate and dialogue.

• Increased engagement on social channels compared to same time in 2019.

• Spotify ad average listen time listens to completion, 91.05%; above average click through rates for Facebook and Instagram ads

• The Vimeo Curation team’s ‘Best of the Month Staff Pick’, December 2020

• Vimeo Festival and Awards 2020 ‘Videos for Good’ category nominee

• In PRWeek’s “Six Healthcare Campaigns We Liked in 2020” round-up

Credits:
Client: Breast Cancer Now
Associate Creative Director: Janelle Feliciano
Executive Creative Director: Steve Back
Account Director: Claire McPhilips
Strategy Director: Alex Matthews
Director & Animator: Anna Ginsburg

Awards:
Vimeo Film Festival: Best of the Year, Shortlist Vimeo Staff Pick of the Month, Drum Top Health Campaigns of 2020, ANNECY Film Festival, Creative Boom Best Motion Adverts of 2020, Purpose Awards: Best Use of Creativity, Public Awareness Cause
Brand Film Awards: Most Emotional Film, Best in Animation, Healthcare, CLIO: Craft, PR Week Awards: Finalist,