Breast Cancer Now speaks up

Breast Cancer Now, the research and support charity, has launched a new campaign encouraging people to talk more openly about breast cancer.

Created by BMB London and directed by former shots Awards EMEA New Director of the Year David Dearlove through Blink London, the campaign is running across October, which is Breast Cancer Awareness Month and marks the first TV campaign from BMB since the creative agency was appointed to the account last year.

Called Real Talk, the spot features a woman who is navigating life with breast cancer. We see her during her diagnosis through to treatment and into recovery. Breaking the fourth wall and talking directly to 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 camera and to the person she’s talking to, a member of the Breast Cancer Now support group, who has also experienced breast cancer.

“Breaking the fourth wall allows us to get beyond the sanitised, walking-on-eggshells way that people sometimes feel they have to talk about breast cancer," said Matt Lever, CCO at BMB. "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”.